Segmented and bundled solution for mass market insurance customers - becoming a lifelong partner

• Autor(a) principal: Fernandes, Francisca Maria Castelo Branco Silva
• 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/10362/123863
• topic: Tranquilidade; Generali; Customer; Mass market; Insurance; Customization; Simulation; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The project was developed in partnership with Q Insurer Mass Market Marketing Department with the purpose of helping Q Insurer to become a lifelong partner for Portuguese consumers. In order to reach this goal, an extensive research and analysis’ methodology was followed, focused on studying the external environment, internal resources and Portuguese consumers. A main recommendation was constructed following a request for one actionable and implementable strategy. This recommendation aims to fulfil the overarching goal, integrating several ongoing initiatives while contributing to a differentiated and customer-centric position in the mass market. Additional recommendations to increase success potential were also constructed.