Consulting project with the topic: “boosting customer loyalty by ​increasing brand engagement and offering value-ADDED solutions”

• Autor(a) principal: Figueiras, Mariana Gonçalves
• 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/10362/131500
• topic: App; B2C; Benefits collection; Consulting; Customer loyalty; Engagement; Generali; Insurance; Insurance product; Lifetime partner; Loyalty program; Network of partners; Redeem; Tranquilidade; Value proposition; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

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 external and internal analyses, in order to identify not only the opportunities and threats in the insurance industry but also top in point 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; doing in-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, alongside a set of additional considerations, whose implementation will be critical to the success of the Program, aligned with the project ’stitle: “Boosting Customer Loyalty by Increasing Brand Engagement and Offering Value-added Solutions”, so that Tranquilidade can be come a lifetime partner for Portuguese insurance customers.