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Service providers will find ample opportunity in content moderation services, but they must proceed with caution
The BPO industry has been buzzing since Cognizant’s announcement to discontinue its content review and moderation services, reportedly freeing up about $250 million of revenues for the taking. While questions whirl about why and how Cognizant will gracefully exit this market, HFS decided to examine the nuances of this tricky but very critical work that most digital enterprises need help with. Should services firms that don’t have a piece of the content-moderation pie take another look?
The opportunity: content moderation is an important part of digital CX, and it’s crucial to a company’s brand
Content moderation is one of the pieces of the larger marketing and sales services segment, often fueled or accompanied by CX design and consulting capabilities, where Cognizant placed No. 4 in our 2019 Top 10. Content moderation is the monitoring of typically user-generated content on the web (such as text, images, and videos) to validate its adherence to a company’s content rules and guidelines (such as for social media, wikis, blogs, and reviews) and often to remove content that does not meet the requirements. The most obvious argument for this services opportunity is the high volume and growth of user-generated content. Opportunity for in-house penetration is hot, where companies running content moderation internally are struggling to scale to keep up with the volume. It’s also an area that’s ripe for tech-savvy service providers to jump in with clever AI and automation capabilities to reduce the reliance on human labor. Most importantly, content moderation is critical work that is inherently tied to a company’s brand safety and social media strategy.
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