Abstract:

Motivation: Offer profiling for customers is one of the most effective methods of achieving customer satisfaction. The realization of the offer profiling process requires an individual approach, which isn’t  always possible especially for large scale activities. Purpose: The aim of the article is to propose a model for the selection of web technology solutions depending on the specificity of the business as well as the way of individual customer service. Design: The goal will be achieved by answering the following questions: a) are there web solutions that enable automation of the selection of offer parameters? b) is it possible to create tools supporting automation in order to achieve intelligent personalization? Methodology: The research methods used to answer the research questions were critical analysis of literature and IT solutions. In research were used: questionnaire interviews, participatory observations, analysis of IT solutions implemented in research entities and direct participation in processes. Findings: 1) Web solutions have evolved from passive solutions - of informational nature, through actively enabling two-way communication between the client and the enterprise, to solutions using full automation enabling the implementation of intelligent personalization; 2) Enterprises conducting service activities have a very individualized customer service process as well as the process of creating offers; 3) automation enables intelligent personalisation of offers, which is also possible in enterprises providing knowledge services. Implications: Recognition of the possibilities of implementing solutions enabling automation of the offering process as well as provision of basic knowledge services can significantly increase the competitiveness of these enterprises.