Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition

Detalhes bibliográficos
Autor(a) principal: Marques, Diogo Miguel De Aguiar Pinto E Morais
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/131003
Resumo: The Consulting Project focuses on the strategic assessment of the potential value creation of a loyalty program in the context of the insurance industry and also on the development of one for Tranquilidade–including its value proposition; structure; mechanics; and financial impact assessment. The fulfilment of this pair of objectives was accomplished by conducting externa land internal analyses, in order to identify not only the opportunities and threats in the insurance industry but also to pinpoint Tranquilidade’s strengths and weak nesses to succeed in it. The Team proceeded to formulate hypotheses and testing them, by interviewing experts in the industry; doingin-depth interviews with customers; doing a survey; and organizing two focus groups as well as one design-thinking work shop. The outcome of the present project is a loyalty program–the + Tranquilos Program– ,as a main recommendation ,along side a set of additional considerations, whose implementation will be critical to the success of the Program, a lined with ded Solutions”, so that Tranquilidade can be come a life time partner for Portuguese insurance customers. Keywords: App, B2C, Benefits Collection, Consulting, Customer Loyalty, Engagement, Generali, Insurance, Insurance Product, Lifetime Partner, Loyalty Program, Network of Partners, Redeem, Tranquilidade, Value Proposition.
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spelling Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value propositionStrategyConsultingDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe Consulting Project focuses on the strategic assessment of the potential value creation of a loyalty program in the context of the insurance industry and also on the development of one for Tranquilidade–including its value proposition; structure; mechanics; and financial impact assessment. The fulfilment of this pair of objectives was accomplished by conducting externa land internal analyses, in order to identify not only the opportunities and threats in the insurance industry but also to pinpoint Tranquilidade’s strengths and weak nesses to succeed in it. The Team proceeded to formulate hypotheses and testing them, by interviewing experts in the industry; doingin-depth interviews with customers; doing a survey; and organizing two focus groups as well as one design-thinking work shop. The outcome of the present project is a loyalty program–the + Tranquilos Program– ,as a main recommendation ,along side a set of additional considerations, whose implementation will be critical to the success of the Program, a lined with ded Solutions”, so that Tranquilidade can be come a life time partner for Portuguese insurance customers. Keywords: App, B2C, Benefits Collection, Consulting, Customer Loyalty, Engagement, Generali, Insurance, Insurance Product, Lifetime Partner, Loyalty Program, Network of Partners, Redeem, Tranquilidade, Value Proposition.Casquinho, Constança MonteiroRUNMarques, Diogo Miguel De Aguiar Pinto E Morais2022-05-21T00:30:49Z2021-06-292021-05-212021-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/131003TID:202770443enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:09:32Zoai:run.unl.pt:10362/131003Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:46:56.777257Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition
title Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition
spellingShingle Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition
Marques, Diogo Miguel De Aguiar Pinto E Morais
Strategy
Consulting
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition
title_full Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition
title_fullStr Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition
title_full_unstemmed Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition
title_sort Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition
author Marques, Diogo Miguel De Aguiar Pinto E Morais
author_facet Marques, Diogo Miguel De Aguiar Pinto E Morais
author_role author
dc.contributor.none.fl_str_mv Casquinho, Constança Monteiro
RUN
dc.contributor.author.fl_str_mv Marques, Diogo Miguel De Aguiar Pinto E Morais
dc.subject.por.fl_str_mv Strategy
Consulting
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Strategy
Consulting
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The Consulting Project focuses on the strategic assessment of the potential value creation of a loyalty program in the context of the insurance industry and also on the development of one for Tranquilidade–including its value proposition; structure; mechanics; and financial impact assessment. The fulfilment of this pair of objectives was accomplished by conducting externa land internal analyses, in order to identify not only the opportunities and threats in the insurance industry but also to pinpoint Tranquilidade’s strengths and weak nesses to succeed in it. The Team proceeded to formulate hypotheses and testing them, by interviewing experts in the industry; doingin-depth interviews with customers; doing a survey; and organizing two focus groups as well as one design-thinking work shop. The outcome of the present project is a loyalty program–the + Tranquilos Program– ,as a main recommendation ,along side a set of additional considerations, whose implementation will be critical to the success of the Program, a lined with ded Solutions”, so that Tranquilidade can be come a life time partner for Portuguese insurance customers. Keywords: App, B2C, Benefits Collection, Consulting, Customer Loyalty, Engagement, Generali, Insurance, Insurance Product, Lifetime Partner, Loyalty Program, Network of Partners, Redeem, Tranquilidade, Value Proposition.
publishDate 2021
dc.date.none.fl_str_mv 2021-06-29
2021-05-21
2021-06-29T00:00:00Z
2022-05-21T00:30:49Z
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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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