Publicação
Creating value through synergies : exploring cross-selling strategies between Ageas and Livo
| Resumo: | This thesis aims to identify and explore opportunities for synergy between Ageas's insurance products and Livo's sustainable solutions, promoting consumer value creation through the cross-selling strategies, with a focus on optimizing the customer journey. The methodology employed a mixed approach, combining qualitative and quantitative methods to map the customer journey, identify barriers, and uncover opportunities for integrating cross-selling strategies. The study revealed that consumers prioritize financial savings and convenience, while sustainability is a decisive factor for products like solar panels. Barriers such as high prices and unclear value perception can limit the adoption of these packages. Furthermore, the study demonstrated that presenting offers at the right moment in the customer journey significantly enhances the perceived value for consumers. Additionally, familiarity with Ageas stands out as a key factor in acceptance, reinforcing the importance of personalized strategies aligned with consumer needs. The study concludes that there is a significant opportunity to strengthen the synergy between Ageas and Livo through personalized cross-selling strategies focused on sustainability, financial savings, and additional protection. Digital strategies and clear communication are essential to overcome barriers such as high prices and perceived complexity, enhancing customer acceptance, satisfaction, and retention, while reinforcing the brands' competitive positions. |
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| Autores principais: | Menezes, Adriana Torres Lopes Gomes |
| Assunto: | Cross-selling Consumer journey Sustainability Consumer value Personalized strategies Jornada do consumidor Sustentabilidade Valor para o consumidor Estratégias personalizadas |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | This thesis aims to identify and explore opportunities for synergy between Ageas's insurance products and Livo's sustainable solutions, promoting consumer value creation through the cross-selling strategies, with a focus on optimizing the customer journey. The methodology employed a mixed approach, combining qualitative and quantitative methods to map the customer journey, identify barriers, and uncover opportunities for integrating cross-selling strategies. The study revealed that consumers prioritize financial savings and convenience, while sustainability is a decisive factor for products like solar panels. Barriers such as high prices and unclear value perception can limit the adoption of these packages. Furthermore, the study demonstrated that presenting offers at the right moment in the customer journey significantly enhances the perceived value for consumers. Additionally, familiarity with Ageas stands out as a key factor in acceptance, reinforcing the importance of personalized strategies aligned with consumer needs. The study concludes that there is a significant opportunity to strengthen the synergy between Ageas and Livo through personalized cross-selling strategies focused on sustainability, financial savings, and additional protection. Digital strategies and clear communication are essential to overcome barriers such as high prices and perceived complexity, enhancing customer acceptance, satisfaction, and retention, while reinforcing the brands' competitive positions. |
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