With the emergence of new technologies and modern methods of marketing and the increasing intensity of competition among firms and companies for attracting new customers and making them loyal, a novel automatic solution is needed more than ever. The combination of Electronic Customer Relationship Management (E-CRM) and Artificial Intelligence (AI) has appeared as a solution in recent years. Recommending appropriate products to customers according to their needs is one of the methods of CRM. This paper introduces a system named VALA. It is a product recommender system using adjustable customer profiles and a dynamic grouping process which recommends products to each customer dynamically, as his/her preferences change. In other words the User Interface (UI) alters automatically as the customer profile changes. This recommender system combines collaborative filtering and non-collaborative filtering methods in order to come up with useful and unique suggestions for each customer.
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