Caracterização do consumo dos jovens-adultos na saúde e construção de uma base de dados exemplo para CRM

Mestrado Bolonha em Gestão e Estratégia Industrial ; Currently in Portugal about one in ten people is between 20 and 29 years old, which corresponds to more than one million adults and potential clients. In this age group is where the professional path of people with some type of higher education usually starts, so it is also where we have the younger and healthier elements within this more qualified population. As a result of a statistical study within the company, it was identified that despite representing a large volume in the global customer base, they have very low loyalty rates. This means that these customers are signing up for the company's services, but they stay on average for a very short time when compared to other age groups. The main objective of this project is to characterize the consumption of this age group which has been conveniently called the young-adults age group, and thus identify which are the specialties that these customers most seek and value in an insurance. Given the unequivocal leader in the health insurance market of the company in which I am located, I consider that I am in a privileged position for this study. In the health insurance business, access to customer information is an essential need and managing this information well is vital. Due to the complexity of the business and the intrinsic need to share information within the company, the use of a CRM also seems to be crucial - both for data entry and analysis. The implementation of a CRM has already been studied and its impact ascertained, confirming in this study the need for such a system. In this project I was also in charge of creating the first database that will serve as an example for the IT teams to carry out the effective implementation of the final system further in the future. Therefore, along with the main objective of the project, I will also perform a study on the database that supports this project and that was used to retrieve the analyzed data. ; Atualmente em Portugal cerca de uma em cada dez pessoas tem ...