{"id":20469,"date":"2026-02-12T17:35:55","date_gmt":"2026-02-12T16:35:55","guid":{"rendered":"https:\/\/www.atamya.com\/blog\/smart-routing\/"},"modified":"2026-02-17T11:05:18","modified_gmt":"2026-02-17T10:05:18","slug":"smart-routing","status":"publish","type":"post","link":"https:\/\/www.atamya.com\/en\/blog\/smart-routing\/","title":{"rendered":"Smart Routing: How Intelligent Workflows Make Decisions 10\u00d7 Faster than People"},"content":{"rendered":"\n<section id=\"m-text__container-block_f0cf1b095c5b1855f2c7bf56191ced88\" class=\"m-text__container u-pt-x10 u-pb-x0 u-pt-x20@md u-pb-x0@md\">\n    <div class=\"o-container\">\n        <div class=\"o-grid o-grid--center\">\n                <div class=\"o-grid__col u-6\/12@md\" data-aos=\"none\">\n                    <h2><span data-editor-anchor=\"Smart Routing as the Answer to Decision Fatigue and Manual Process Friction\">Smart Routing as the Answer to Decision Fatigue and Manual Process Friction<\/span><\/h2>\n<p>Product manager Lisa sits in front of her screen and takes a look at the 47th new product of the day. \u201cDoes it need CE marking? Does this have to be translated? Which release process is the right one?\u201d<\/p>\n<p>She is tired. It\u2019s 16:47 and making decisions has become more difficult. If it still were product nr. 12 of the day, her decision might have looked different.<\/p>\n<p>What Lisa is experiencing here is not personal failure, but a well-studied phenomenon: decision fatigue. And this costs companies time, money, and consistency daily.<\/p>\n<p>The good news is: Modern workflow systems can completely take care of such routine decisions for you. <strong>Faster, more consistent, and without ever growing tired.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h3><span data-editor-anchor=\"The Problem of Invisible Time Eaters\">The Problem of Invisible Time Eaters<\/span><\/h3>\n<p>A typical day in product management:<\/p>\n<ul>\n<li>50+ new products to be classified<\/li>\n<li>An average of 8 minutes is required to make a decision per product<\/li>\n<li>This equals 6,5 hours of pure decision-making work<\/li>\n<li>There is barely any time left for strategic tasks<\/li>\n<\/ul>\n<p>And this only factors in the measurable time. <strong>The hidden costs are even greater:<\/strong><\/p>\n<p><strong>Inconsistency:<\/strong> Decisions are not constant. On Mondays, they are stricter than on Fridays. Decisions after vacation differ from those before.<\/p>\n<p><strong>Knowledge Loss:<\/strong> What happens when Lisa catches the flu? Or leaves the company? If one person is missing, all orientation is suddenly lost.<\/p>\n<p><strong>Missing Scaling:<\/strong> Twice as many products means twice as many decisions and twice as much work for Lisa. Linear. Not scalable.<\/p>\n<p>&nbsp;<\/p>\n<h3><span data-editor-anchor=\"The Solutions: Smart Workflows, that Think for Themselves\">The Solutions: Smart Workflows, that Think for Themselves<\/span><\/h3>\n<p>Imagine your workflow could make decisions automatically:<\/p>\n<ul>\n<li>Default product \u2192 express release in 2 days<\/li>\n<li>New product assortment \u2192 comprehensive review with all stakeholders<\/li>\n<li>Compliance-critical \u2192 extended analysis with the legal team<\/li>\n<\/ul>\n<p>And that it could do so in 0.3 seconds rather than 8 minutes.<\/p>\n<p>This is referred to as smart routing \u2013 and it is based on clear business rules defined by the user itself.<\/p>\n<p>&nbsp;<\/p>\n<h3><span data-editor-anchor=\"How Smart Routing Works\">How Smart Routing Works (without Tech Jargon)<\/span><\/h3>\n<h4>Principle 1: Foundation for Automation<\/h4>\n<p>The main principle is simple: The workflow analyzes existing product data and decides on its own which process is most appropriate.<\/p>\n<p>An example from e-commerce: When a new product is created, the system checks automatically if it is a default product. If this is indeed the case, the express workflow is activated. If not, then an extended examination is triggered.<\/p>\n<p>To this end, the system does not need to resort to magic, but only the following three things: clearly defined rules (e.g., known product families plus known suppliers), access to relevant product data, and cleanly defined workflow paths.<\/p>\n<p>The result is measurable: <strong>In practice, roughly 67 percent of products automatically go down the faster path<\/strong> \u2013 without any manual intervention whatsoever.<\/p>\n<p>&nbsp;<\/p>\n<h4>Principle 2: Processes Run in Parallel, Not Sequentially<\/h4>\n<p>Classic processes work step by step. First A, then B, and lastly C. Smart routing thinks parallelly.<\/p>\n<p>A product is to be sold in the EU and the US at the same time. Instead of processing the two examinations one after the other, the system automatically launches multiple processes at the same time: CE marking for EU, FCC approval for the US, as well as the required translations for both markets.<\/p>\n<p>The effect is enormous. <strong>Six weeks of runtime turn into two.<\/strong> And all that without additional personnel.<\/p>\n<p>&nbsp;<\/p>\n<h4>Principle 3: Automatic Escalation Prevents Delays<\/h4>\n<p>An intelligent workflow does not wait passively. It reacts.<\/p>\n<p>If no supplier data comes in, for example, the system identifies it accordingly. When delivery is delayed, the purchase team is informed automatically after the defined period is exceeded. In case of exceptions, the product manager can manually intervene at any given time to adjust the processes as necessary.<\/p>\n<p>The result: <strong>No pending workflows and no forgotten leftover tasks.<\/strong> The system makes short work even of delays.<\/p>\n<p>&nbsp;<\/p>\n<h4>Principle 4: AI-Assisted Decisions<\/h4>\n<p>When it comes to complex decisions, artificial intelligence can lend support.<\/p>\n<p>Let\u2019s have a look at a practical example of the process of product categorization: When a new product is imported into the system, the AI analyzes title, description, price, category, and similar products from the past. On this basis, it can make a probability assessment to select the right workflow.<\/p>\n<p>If the certainty meets the 90-percent threshold, the product automatically enters into the express workflow. If it ranges between 70 to 90, a short check by the product manager is sufficient. As part of this, a complete manual classification will be carried out.<\/p>\n<p><strong>The punchline:<\/strong> <strong>The system learns as it goes.<\/strong> In real scenarios, the success rate increases significantly within a few months \u2013 from an initial 73 percent to about 89 percent of correct decisions.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-medium wp-image-20446\" src=\"https:\/\/www.atamya.com\/wp-content\/uploads\/2026\/02\/blog-image-smart-routing-roi-300x175.jpg\" alt=\"\" width=\"600\" height=\"350\" srcset=\"https:\/\/www.atamya.com\/wp-content\/uploads\/2026\/02\/blog-image-smart-routing-roi-300x175.jpg 300w, https:\/\/www.atamya.com\/wp-content\/uploads\/2026\/02\/blog-image-smart-routing-roi.jpg 720w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><span data-editor-anchor=\"The Hidden Benefits\">The Hidden Benefits (which are Even More Important than the Speed)<\/span><\/h3>\n<h4>1. Consistency instead of Intuition<\/h4>\n<p>Before: Lisa makes decisions varying based on the day of the week, workload, and whim.<\/p>\n<p>After: The system always applies the same criteria. Product nr. 1 is processed the same way as product nr. 500.<\/p>\n<p>Measurable: 94% less process variations because of human factors.<\/p>\n<p>&nbsp;<\/p>\n<h4>2. Complete Documentation<\/h4>\n<p>Before: \u201cWhy was this product edited this way?\u201d \u2013 Nobody knows anymore.<\/p>\n<p>After: Every decision is well-archived:<\/p>\n<ul class=\"checkmark checkmark--orange\">\n<li>What rules were applied?<\/li>\n<li>When was the decision made?<\/li>\n<li>What data records were decisive?<\/li>\n<\/ul>\n<p>The compliance advantage: Perfect for ISO audits and quality certification.<\/p>\n<p>&nbsp;<\/p>\n<h4>3. Scaling without Personnel Costs<\/h4>\n<p>Before: More products = more decisions = more personnel.<\/p>\n<p>After: Smart routing costs the same, be it 100 or 10,000 products daily.<\/p>\n<p>ROI impact: Corporate growth without proportionally increasing costs.<\/p>\n<p>&nbsp;<\/p>\n<h4>4. Continuous Improvement through Data<\/h4>\n<p>Before: \u201cAre our processes optimal?\u201d \u2013 Gut feeling discussions.<\/p>\n<p>After: Concrete data shows the potential for potential:<\/p>\n<ul class=\"checkmark checkmark--orange\">\n<li>\u201c23% of express workflows still need further manual examination\u201d<\/li>\n<li>\u201cProducts by supplier X have a 40% error rate\u201d<\/li>\n<li>\u201cA\/B testing: routing strategy B is 15% faster\u201d<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span data-editor-anchor=\"The Business Case: What does this Really Achieve?\">The Business Case: What does this Really Achieve?<\/span><\/h3>\n<p>Realistic numbers from an SME company (500 products\/month):<\/p>\n<p><strong>PIM and CMS: The Decisive Game Changers for Your Product Data Management<\/strong><\/p>\n<div class=\"c-table__responsive\">\n<table style=\"height: 168px; width: 100%; border-collapse: collapse;\" border=\"1\" cellpadding=\"15px\">\n<tbody>\n<tr style=\"height: 24px; background-color: #33baf4;\">\n<td style=\"width: 25.6602%; text-align: center; height: 24px;\">Metric<\/td>\n<td style=\"width: 26.6611%; text-align: center; height: 24px;\">Before (Manual)<\/td>\n<td style=\"width: 25.3405%; text-align: center; height: 24px;\">After (Smart Routing)<\/td>\n<td style=\"width: 22.338%; text-align: center;\">Improvement<\/td>\n<\/tr>\n<tr style=\"height: 24px;\">\n<td style=\"width: 25.6602%; height: 24px;\">Decision time \/ product<\/td>\n<td style=\"width: 26.6611%; height: 24px;\">8 min<\/td>\n<td style=\"width: 25.3405%; height: 24px;\">0.3 secs<\/td>\n<td style=\"width: 22.338%;\">99.4 % faster<\/td>\n<\/tr>\n<tr style=\"height: 24px;\">\n<td style=\"width: 25.6602%; height: 24px;\">Personnel expenditure \/ month<\/td>\n<td style=\"width: 26.6611%; height: 24px;\">67 hours<\/td>\n<td style=\"width: 25.3405%; height: 24px;\">4 hours<\/td>\n<td style=\"width: 22.338%;\">63 hours saved<\/td>\n<\/tr>\n<tr style=\"height: 24px;\">\n<td style=\"width: 25.6602%; height: 24px;\">Costs at 65 \u20ac \/ hour<\/td>\n<td style=\"width: 26.6611%; height: 24px;\">4,355 \u20ac<\/td>\n<td style=\"width: 25.3405%; height: 24px;\">260 \u20ac<\/td>\n<td style=\"width: 22.338%;\">4,095 \u20ac savings<\/td>\n<\/tr>\n<tr style=\"height: 24px;\">\n<td style=\"width: 25.6602%; height: 24px;\">Process inconsistencies<\/td>\n<td style=\"width: 26.6611%; height: 24px;\">15 %<\/td>\n<td style=\"width: 25.3405%; height: 24px;\">1 %<\/td>\n<td style=\"width: 22.338%;\">93 % less errors<\/td>\n<\/tr>\n<tr style=\"height: 24px;\">\n<td style=\"width: 25.6602%; height: 24px;\">Lead time difference<\/td>\n<td style=\"width: 26.6611%; height: 24px;\">+\/- 3 days<\/td>\n<td style=\"width: 25.3405%; height: 24px;\">+\/- 2 hours<\/td>\n<td style=\"width: 22.338%;\">95 % predictable<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n<ul class=\"checkmark checkmark--orange\">\n<li>Annual ROI<strong>:<\/strong> 49,140\u20ac savings<\/li>\n<li>Implementation Effort: 2-3 weeks (including testing and optimization)<\/li>\n<li>Breakeven: After circa 2 months<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span data-editor-anchor=\"This is How You Convince Your Team\">This is How You Convince Your Team<\/span> (the Human Side)<\/h3>\n<p>The biggest obstacle is not technology \u2013 it\u2019s acceptance. Common worries revolve around loss of job, error-proneness, or concern specific processes. Let\u2019s have a closer look at the three most popular worries and whether they are justified:<\/p>\n<p><strong>\u201cThe system steals my job\u201d<\/strong><\/p>\n<p>The reality: Smart routing takes care of boring routine decisions. Product management earns valuable time for:<\/p>\n<ul class=\"checkmark checkmark--orange\">\n<li>Strategic product planning<\/li>\n<li>Supplier relations<\/li>\n<li>Complex edge cases<\/li>\n<li>Innovation instead of administration<\/li>\n<\/ul>\n<p><strong>\u201cWhat if the system makes an error?\u201d<\/strong><\/p>\n<p>The reality:<\/p>\n<ul class=\"checkmark checkmark--orange\">\n<li>All rules are transparent and traceable<\/li>\n<li>You define the criteria yourself<\/li>\n<li>Exceptions can be oversteered at any given time<\/li>\n<li>Regular reviews for optimization<\/li>\n<\/ul>\n<p><strong>\u201cOur processes are far too specific for automation\u201d<\/strong><\/p>\n<p>The reality:<\/p>\n<ul>\n<li>Start with the 80% default cases<\/li>\n<li>The 20% edge cases stay manual<\/li>\n<li>Regardless, you earn 80% of the available time savings immediately<\/li>\n<li>Possibility to expand step by step<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-medium wp-image-20444\" src=\"https:\/\/www.atamya.com\/wp-content\/uploads\/2026\/02\/blog-image-smart-routing-teamwork-300x175.jpg\" alt=\"\" width=\"600\" height=\"350\" srcset=\"https:\/\/www.atamya.com\/wp-content\/uploads\/2026\/02\/blog-image-smart-routing-teamwork-300x175.jpg 300w, https:\/\/www.atamya.com\/wp-content\/uploads\/2026\/02\/blog-image-smart-routing-teamwork.jpg 720w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><span data-editor-anchor=\"Quick Start: Your First Smart Gateway in 2 Weeks\">Quick Start: Your First Smart Gateway in 2 Weeks<\/span><\/h3>\n<p>Step-by-step without tech knowhow: Making a start in smart routing is simpler than many would expect. In four clear steps, the first smart gateway can go into production within about two weeks.<\/p>\n<p>&nbsp;<\/p>\n<h4>Step 1: Identify (1 Day)<\/h4>\n<p>At the beginning stands a simple question: Which routine decisions cost the most time in today\u2019s workday? Typical examples are questions about whether a product must be translated, which release process is the right one, or if a compliance examination is required. What is decisive is that you can make a clean decision in at least 80 percent of the cases.<\/p>\n<p>&nbsp;<\/p>\n<h4>Step 2: Define Rules (2\u20133 Days)<\/h4>\n<p>In the next step, formulate the decision criteria in plain words intuitive to everyone. When it comes to the topic of translation, for example, a rule could look as follows: A translation is required if the product category is \u201cconsumer\u201d and the price is more than 50\u20ac; in all other cases, no translation is required. In a joint workshop, edge cases are discussed so that the rules can be refined together.<\/p>\n<p>&nbsp;<\/p>\n<h4>Step 3: Create Workflow (3\u20134 Days)<\/h4>\n<p>Now the workflow is to be technically implemented \u2013 together with the internal PIM team or support by ATAMYA. The smart gateway is set up, the defined rules implemented, and everything is applied to test data. Subsequently, targeted fine tuning can follow.<\/p>\n<p>&nbsp;<\/p>\n<h4>Step 4: Testing &amp; Go-Live (1 Week)<\/h4>\n<p>Before the go-live, the system runs in the so-called shadow mode parallel to the existing process. The team compares results, gives feedback, and makes final adjustments. After the launch, monitoring for transparency and daily reviews lend additional support in the first week for a clean start.<\/p>\n<p><strong>The result:<\/strong> 200+ automatic decisions per month, 3\u20135 hours\/week time savings per person, and 100% consistency.<\/p>\n<p>&nbsp;<\/p>\n<h3><span data-editor-anchor=\"Applied Example: SME Electronics Store\">Applied Example: SME Electronics Store<\/span><\/h3>\n<p><strong>Starting Point:<\/strong><br \/>\nA SME electronics store faces the challenge to classify around 350 new products on a monthly basis. Two product managers were almost fully occupied with this task. The lead time was 8 to 12 days and, at the same time, the rate of miscategorizations was high.<\/p>\n<ul>\n<li>350 new products per month<\/li>\n<li>2 product managers for classification<\/li>\n<li>lead time of 8\u201312 days<\/li>\n<li>high categorization error rate<\/li>\n<\/ul>\n<p><strong>Implementation:<\/strong><br \/>\nTo relieve the processes, smart routing was implemented with three clearly defined main rules.<\/p>\n<ol>\n<li>Product-type-based workflow selection<\/li>\n<li>Automatic compliance check based on merchandise value<\/li>\n<li>Parallelization of translation and datasheet generation<\/li>\n<\/ol>\n<p><strong>Results After Three Months:<\/strong><br \/>\nAfter a short time, the positive effects were already visible.<\/p>\n<ul class=\"checkmark checkmark--orange\">\n<li>Lead time: reduced from 8\u201312 days to 2\u20134 days<\/li>\n<li>Product manager time: 50 percent more time for strategy<\/li>\n<li>Error rate: lowered from 15 percent to 2 percent<\/li>\n<li>ROI: 4.2\u00d7 in 12 months<\/li>\n<li>Scaling: 40 percent more products without additional personnel<\/li>\n<\/ul>\n<p>The product managers report that smart routing has finally enabled them to invest their time in strategic tasks. Instead of repetitive decision work, they can now concentrate on supplier relations, product innovations, and market analysis. The system takes care of the routine classification in a more reliable and consistent manner than it would have ever been possible manually.<\/p>\n<p>&nbsp;<\/p>\n<h3>What\u2019s Next?<\/h3>\n<p>In the next and last article of our series, we will look into the future: autonomous product management. Imagine <strong>your workflow system<\/strong> does not only make decisions but <strong>continuously optimizes itself<\/strong> \u2013 learns from mistakes, recognizes patterns, and adjusts processes automatically without you having to manually intervene.<\/p>\n<p>By the end of 2026, product managers will start their day differently: Instead of 47 products waiting for manual approval, they will find a report of 47 products that are already live. The system has analyzed, categorized, translated, validated, and optimized them over night. Fully automated.<\/p>\n<p>Sounds like science fiction? <strong>The technology is already here.<\/strong> In the next article, we show you the 5 autonomy levels of product management \u2013 and how you can prepare your company for the future step by step.<\/p>\n<p>Which routine decisions cost the most time in your product processes? Let\u2019s evaluate together which smart gateway grants you the most additional value.<\/p>\n<div class=\"u-mt-x12\"><p><strong>Author:<\/strong><br \/>Damian De\u00dfler<br \/>Senior MDM\/PIM Consultant &#038; Architect for Digital Transformation at <a href=\"https:\/\/www.synfion.com\/\" target=\"_blank\" rel=\"noopener\">synfion<\/a><p><a href=\"https:\/\/www.atamya.com\/en\/blog\/author\/damian-dessler\/\">Information about the author<\/a><\/p><\/p><\/div>\n\n                <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<section id=\"m-text__container-block_1b99eed314339a6ac87f1c7bf24c38b7\" class=\"m-text__container u-pt-x10 u-pb-x10 u-pt-x20@md u-pb-x20@md\">\n    <div class=\"o-container\">\n        <div class=\"o-grid o-grid--center\">\n                <div class=\"o-grid__col u-6\/12@md\" data-aos=\"none\">\n                    <div class=\"u-bgcolor-white u-shadow u-rounded u-p-x6 u-p-x10@md\"><p style=\"text-align: center;\"><strong>For smart routing to function well in everyday work, you require clear responsibilities. <\/strong>Gain insight into the user and workflow management of ATAMYA Product Cloud.<\/p>\n<p style=\"text-align: center;\"><a class=\"c-btn c-btn__primary u-mt-x3\" href=\"https:\/\/www.atamya.com\/en\/atamya-product-cloud\/user-and-workflow-management\/\">Understanding the User &amp; Workflow Management<\/a><\/p>\n<\/div>\n                <\/div>\n        <\/div>\n    <\/div>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>Too many decisions, not enough time? Learn how smart routing automates routine decisions within seconds \u2013 for consistent and scalable processes.<\/p>\n","protected":false},"author":45,"featured_media":20443,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[214],"tags":[],"class_list":["post-20469","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-process-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Smart Routing: Automate Decisions 10\u00d7 Faster<\/title>\n<meta name=\"description\" content=\"Decision Fatigue slows down your product management? \u26a1Smart routing automates workflows \ud83e\udd16, lowers errors \ud83d\udcc9, and saves time! \u23f1\ufe0f Read now!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.atamya.com\/en\/blog\/smart-routing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Smart Routing: Automate Decisions 10\u00d7 Faster\" \/>\n<meta property=\"og:description\" content=\"Decision Fatigue slows down your product management? 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