Active customer management model
Fidelidade, leading insurance company in the Portuguese market with a market share of 29%, challenged Return on Ideas to assist in the process of design and implementation of an Active Customer Management Model.
At first, the rules and objectives of relationship were established, defining the channels role, the knowledge model and the active communication tools to be adopted.
Then, based on the broad transactional information of the company, segmentation models and next best offer models were built for different types of offer.
Finally, several pilot projects were implemented, involving the different types of channels, internal and of mediation, to test the operationalization of inbound and outbound contexts in which it was intended to optimize the experience of business relationship with customers.