USING KNOWLEDGE-BASED ADVISOR TECHNOLOGY FOR IMPROVED CUSTOMER SATISFACTION IN THE SHOE IND.pdfVIP

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USING KNOWLEDGE-BASED ADVISOR TECHNOLOGY FOR IMPROVED CUSTOMER SATISFACTION IN THE SHOE IND.pdf

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USING KNOWLEDGE-BASED ADVISOR TECHNOLOGY FOR IMPROVED CUSTOMER SATISFACTION IN THE SHOE IND

USING KNOWLEDGE-BASED ADVISOR TECHNOLOGY FOR IMPROVED CUSTOMER SATISFACTION IN THE SHOE INDUSTRY Werner Falle, Daniel St?fler, Gallus Herrenschuh GmbH, Lagerstrasse 4, 9400 Wolfsberg werner.falle@, daniel.stoefler@ Christian Russ, ConfigWorks GmbH, Universit?tsstr. 94/7, 9020 Klagenfurt cruss@ Markus Zanker, Alexander Felfernig, Universit?t Klagenfurt IWAS, Universit?tsstr. 65-67, 9020 Klagenfurt markus@ifit.uni-klu.ac.at, alf@ifit.uni-klu.ac.at ABSTRACT Due to structural changes European shoe manufacturing has become very challenging over the last years. These changes lead to increased customer orientation but also require differentiation of products and processes. Not adaption to changing environments, but control of change and designing the future are required in order to ensure sustainability for shoe manufacturing in Europe. The MyGallus project follows this approach and combines the strategies of Mass Customization and intelligent IT-systems in order to change classic sales and production business logics. In this paper we present a way how a knowledge based advisor system with underlying product configuration technology can be implemented in order to support a new form of customer care and product recommendation over virtual sales channels. Business processes develop themselves to a truly customer oriented business-logic by allowing the customer to individualize her/his product according to her/his very personal requirements. Intelligent advisor systems can help the customer in the product selection process. Additionally, there is a potential for sales process automation and cost optimisation for the company itself. KEYWORDS Shoe industry, Mass Customization, product configuration, knowledge-based advisor systems 1 1. INTRODUCTION Customer orientation is vital to the success of the European Shoe Industry in facing structural changes, “cost-focus” in pricing strategies and global competition from low-wage countri