Desenvolvimento de negócio por meio da criação de valor ao cliente do seguro viagem: Porto Seguro.
| dc.contributor.advisor | Miguel, Lilian Aparecida Pasquini | |
| dc.contributor.advisor1Lattes | http://lattes.cnpq.br/9330290531104495 | por |
| dc.contributor.author | Sanchez, Marcos Piauhy | |
| dc.creator.Lattes | http://lattes.cnpq.br/8495766054050025 | por |
| dc.date.accessioned | 2021-12-15T19:40:44Z | |
| dc.date.available | 2021-12-15T19:40:44Z | |
| dc.date.issued | 2021-02-08 | |
| dc.description.abstract | Subject matter: This work’s goal is to enlarge the value creation perceived by clients by means of travel insurance and its attributes comprehension which will lead to easy and assertive choices, suitable to the customers’ profiles and necessities. It is intended to increase perceived value as well as to reduce the client’s effort in the leading up steps to the hiring, in such a way that a differential can be established for the Porto Seguro’s travel insurance product. Application: The key result of this paper is to create a structured, dynamic and continuous process of relevant content production and publication through digital channels, purposing to promote and enhance the interactions with the Porto Seguro’s insurance travel customers and potential customers. The model is workable, considering that it had already been successfully applied by other sorts of industries. Additionally, it is possible to replicate this model in other insurance branches and financial products. Innovation: The main innovation refers to develop a content platform in order to raise the customer awareness about characteristics and conditions of travel insurance. It is about an unprecedented practice in the people-oriented insurance market in the country. The platform can be classified as an incremental innovation (Tidd et al., 2008) – because it had already been successfully applied by other sorts of industries which combines elements of product and processes innovation. Impact: The solution presents market, financial and operational impacts on Porto Seguro’s travel insurance. By connecting with customers, the content platform leads to a substantial profitability and revenue growth; competitivity and market share increasement; and enhancement of company’s digital capabilities. The solution enables customers to make more assertive choices for their trips, especially when it comes to hiring a suitable insurance that simplifies problem solving process while avoiding financial losses. Complexity: The distribution system provided by intermediaries significantly reduces the touch points between Porto Seguro and its travel insurance customers. When the hiring is performed by digital means (online self-service), the company is not able to promote effective customer relationships. The content platform establishes a new model of communication and delivery of services which faces high resistance from some stakeholders in view of that it requires changes in organization processes and company policies as well as new resources and competencies. Methodology adopted: Design thinking was the methodology adopted to assess the competitive scenario, identify opportunities, and develop the proposed solution. Several design thinking tools have been used, such as insight cards, affinity diagram, menu of ideas and positioning matrix (Vianna et al., 2012). A quantitative research has also been made which includes an explanatory analysis of customers as well as a survey of secondary data. | eng |
| dc.description.sponsorOther | Itaú Unibanco S.A. | por |
| dc.description.sponsorship | Outros | por |
| dc.format | application/vnd.openxmlformats-officedocument.wordprocessingml.document | * |
| dc.identifier.citation | SANCHEZ, Marcos Piauhy. Desenvolvimento de negócio por meio da criação de valor ao cliente do seguro viagem: Porto Seguro. 2021. 91 f. Dissertação (Mestrado Profissional em Administração do Desenvolvimento de Negócios) - Universidade Presbiteriana Mackenzie, São Paulo. 2021. | por |
| dc.identifier.uri | https://dspace.mackenzie.br/handle/10899/28509 | |
| dc.keywords | travel insurance | por |
| dc.keywords | digital channels | por |
| dc.keywords | digital transformation | por |
| dc.keywords | content marketing | por |
| dc.keywords | communication with customers | por |
| dc.keywords | customer engagement | por |
| dc.language | por | por |
| dc.publisher | Universidade Presbiteriana Mackenzie | por |
| dc.rights | Acesso Aberto | por |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| dc.subject | seguro viagem | por |
| dc.subject | canais digitais | por |
| dc.subject | transformação digital | por |
| dc.subject | marketing de conteúdo | por |
| dc.subject | comunicação com clientes | por |
| dc.subject.cnpq | CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS | por |
| dc.title | Desenvolvimento de negócio por meio da criação de valor ao cliente do seguro viagem: Porto Seguro. | por |
| dc.type | Dissertação | por |
| local.contributor.board1 | Dantas, Sérgio Silva | |
| local.contributor.board1Lattes | http://lattes.cnpq.br/8859149507113678 | por |
| local.contributor.board2 | Massareto, Humberto Emilio | |
| local.contributor.board2Lattes | http://lattes.cnpq.br/4830676655039453 | por |
| local.publisher.country | Brasil | por |
| local.publisher.department | Centro de Ciências Sociais e Aplicadas (CCSA) | por |
| local.publisher.initials | UPM | por |
| local.publisher.program | Administração do Desenvolvimento de Negócios | por |