? Loan officers recommended products based on their implicit biases and knowledge rather than best-fit rec- ommendations. ? Automation support was needed for delivering to nearly 10 Business Channels and information mainte- nance on over 500 products. ? This Mortgage Bank aimed to reduce sales errors and improve profitability and conversion rates. ? Brokers, Loan officers, Product Man- agers and Channel Partners were expected to be provided with a web based Product management, Product Configuration, Pricing, Quoting and Locking platform (in short PPE) ? Brokers and Loan officers would use the web-based PPE for entering Cus- tomer information in a series of steps, access information about the Customer such as Credit reports, analyze the Customer needs and what he/she is e

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