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Effektive Vertriebsunterstützung durch wissensbasbasierte Beratungssysteme

Effective sales support using knowledge-based recommender systems

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Zusammenfassung

Wissensbasierte Beratungssysteme unterstützen Kunden und Vertriebsmitarbeiter bei der Auswahl von geeigneten Produkten oder Services aus einem umfangreichen Sortiment. Die Anwendungsbereiche dieser Systeme sind sehr vielschichtig und reichen vom Finanzdienstleistungssektor (beispielsweise Gestaltung von kundenspezifischen Portfolios) bis hin zum Elektronikbereich (beispielsweise Beratung beim Kauf von Digitalkameras). Eine Grundvoraussetzung für den erfolgreichen Einsatz von Beratungsanwendungen ist eine intuitive grafische Umgebung, die auch Fachbereichsexperten (beispielsweise Wertpapiermanagern) die Definition von Beratungswissensbasen und Beratungsprozessen ermöglicht. Neben grundlegenden Konzepten von wissensbasierten Beratungssystemen werden in diesem Beitrag eine Modellierungsumgebung zur Konstruktion von Beratungsanwendungen und Erfahrungen aus industriellen Umsetzungsprojekten diskutiert.

Abstract

Knowledge based recommenders provide valuable support for customers and sales employees in the process of identifying a set of products or services from a potentially large assortment. There exist various application areas for knowledge based recommenders, e.g. advisory for financial services (e.g. portfolio configuration) or advisory services for electronic equipment (e.g. digital cameras). A major precondition for a successful application of recommender applications is an intuitive graphical environment also applicable for domain experts (e.g. experts in managing and selling bonds). In this article we present concepts behind knowledge based recommender systems and a corresponding software environment which supports the graphical development of recommender applications. Additionally, experiences stemming from a set of industrial development projects are discussed.

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Authors and Affiliations

  1. Institut für Wirtschaftsinformatik und Anwendungssysteme, Universität Klagenfurt, Universitätsstraße 65-67, 9020, Klagenfurt, Austria

    A. Felfernig Univ.-Ass. Dipl.-Ing. Dr., G. Friedrich O. Univ.-Prof. Dipl.-Ing. Dr., D. Jannach Univ.-Ass. Dipl.-Ing. Dr., C. Russ Dipl.-Ing. & M. Zanker Univ.-Ass. Dipl.-Ing. Mag. Dr.

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  1. A. Felfernig Univ.-Ass. Dipl.-Ing. Dr.
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  2. G. Friedrich O. Univ.-Prof. Dipl.-Ing. Dr.
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  3. D. Jannach Univ.-Ass. Dipl.-Ing. Dr.
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  4. C. Russ Dipl.-Ing.
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  5. M. Zanker Univ.-Ass. Dipl.-Ing. Mag. Dr.
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Correspondence to A. Felfernig Univ.-Ass. Dipl.-Ing. Dr..

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Felfernig, A., Friedrich, G., Jannach, D. et al. Effektive Vertriebsunterstützung durch wissensbasbasierte Beratungssysteme. Elektrotech. Inftech. 122, 238–242 (2005). https://doi.org/10.1007/BF03054435

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