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Otimização e governance da relação com o cliente nos serviços financeiros
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| 3.06 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Todos os dias novos produtos e serviços aparecem no mercado. Uma imensidão de alternativas à disposição de todos invade a mente dos clientes, tradicional e digitalmente, tornando-se cada vez mais difícil reter um cliente e mantê-lo fiel a apenas uma marca. Com apenas 2 anos de vida o cartão de pagamentos está em fase de crescimento, como tal, é necessário estudar os seus clientes, o estado das experiencias por eles vividas e trabalhar a relação que com eles é mantida. É necessário compreender quando e como há contato com clientes, se esse contato é ou não eficiente e, se terá impactos positivos na relação com os mesmos conseguindo dessa forma satisfazê-los e por conseguinte, fidelizá-los.
No presente relatório de estágio realizado na Unidade de Serviços Financeiros da instituição privada de retalho alimentar e não alimentar, focado no desenvolvimento e melhoria da performance do cartão de pagamentos, foram elaborados e implementados, de acordo com o objetivo definido pela mesma, três planos estratégicos. Estes planos visam melhorar, de forma constante e continua, a relação mantida com os clientes. Concretamente, e com a finalidade de obter uma estratégia one-to-one de atuação com os seus clientes, concretizou-se um plano de gestão das comunicações internas enviadas, um plano de onboarding com o objetivo de fomentar o hábito de utilização do cartão de crédito no dia-a-dia de um cliente (garantindo que o cliente conhece o produto e termos de utilização), e uma ferramenta de acompanhamento da jornada do cliente para analisar, melhorar e planear o percurso de um cliente com o objetivo de o incentivar a evoluir ao longo do seu ciclo de vida com o cartão.
Com a realização destes três projetos tornou-se possível o planeamento estratégico da experiência mantida com o cliente, a qual também foi melhorada em todos os pontos de contacto. Nomeadamente através da entrega de valor permanente, da oferta de interações mais personalizadas e centradas no cliente e, na manutenção constante e sustentada da relação.
Every day new products and services enter the market. A hugeness amount of alternatives available to everyone invades the minds of customers, both traditional and digitally, making it increasingly difficult to retain a customer and keep it faithful to just one brand. With only 2 years of life, the payment card is in the process of growth, as such, it is necessary to study who are the clients, the state of the experiences they have lived and to work the relationship that is maintained with them. It is necessary to understand when and how there is contact with clients, whether or not this contact is efficient and if it will have positive impacts on the relationship with them, thereby satisfying them and therefore, retaining them. In this report, based on an internship made on the Financial Services Unit of the Portuguese food and non-food retail institution, focused on the development and improvement of the performance of the payment card, three strategic plans were created and implemented, in accordance with the objective defined by it. These plans aim to improve, on a constant and continuous basis, the relationship maintained with customers. Specifically, and in order to obtain a one-to-one strategy of acting with its clients, was developed a plan to manage the internal communications sent to the clients, an onboarding plan with the objective of promoting the habit of using a credit card on a daily basis (ensuring that the customer knows the product and terms of use), and a customer's follow-up tool to analyze, improve, and plan a customer's journey with the goal of encouraging to evolve throughout its life cycle with this product. With the realization of these three projects it became possible to strategically plan the experience maintained with the client, which has also been improved at all points of contact. In particular, through the delivery of permanent value, the offer of more personalized and customer-centric interactions, and the constant and sustained maintenance of the relationship.
Every day new products and services enter the market. A hugeness amount of alternatives available to everyone invades the minds of customers, both traditional and digitally, making it increasingly difficult to retain a customer and keep it faithful to just one brand. With only 2 years of life, the payment card is in the process of growth, as such, it is necessary to study who are the clients, the state of the experiences they have lived and to work the relationship that is maintained with them. It is necessary to understand when and how there is contact with clients, whether or not this contact is efficient and if it will have positive impacts on the relationship with them, thereby satisfying them and therefore, retaining them. In this report, based on an internship made on the Financial Services Unit of the Portuguese food and non-food retail institution, focused on the development and improvement of the performance of the payment card, three strategic plans were created and implemented, in accordance with the objective defined by it. These plans aim to improve, on a constant and continuous basis, the relationship maintained with customers. Specifically, and in order to obtain a one-to-one strategy of acting with its clients, was developed a plan to manage the internal communications sent to the clients, an onboarding plan with the objective of promoting the habit of using a credit card on a daily basis (ensuring that the customer knows the product and terms of use), and a customer's follow-up tool to analyze, improve, and plan a customer's journey with the goal of encouraging to evolve throughout its life cycle with this product. With the realization of these three projects it became possible to strategically plan the experience maintained with the client, which has also been improved at all points of contact. In particular, through the delivery of permanent value, the offer of more personalized and customer-centric interactions, and the constant and sustained maintenance of the relationship.
Descrição
Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Unidade de Serviços Financeiros Cartão de pagamentos Jornada do Cliente Ciclo de Vida do Cliente Pontos de Contacto Financial Services Unit Payment Card Customer Journey Customer Lifecycle Managament Touchpoints Relatório de estágio Internship report