Otimização das preferências de canais de venda
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Otimização das preferências de canais de venda

Otimização das preferências de canais de venda


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About the Book

Este livro é dedicado à otimização das preferências de canal dos clientes particulares de um banco regional. Até à data, a gestão dos canais baseava-se nas estratégias da própria empresa relativamente aos canais utilizados para a comunicação e não nas preferências dos clientes quando escolhem um canal digital. Os canais em linha receberam um impulso considerável, especialmente com o início da pandemia de COVID-19. Antes de adquirirem um produto financeiro, os clientes informam-se em linha antes de finalizarem o produto - muitas vezes offline com um consultor. A fase de "informação pré-compra" pode ter lugar através de muitos canais digitais de venda ou de meios de comunicação, o que muitas vezes leva a que os clientes se sintam sobrecarregados pelo número de opções de informação. Como podem os grupos de clientes ser afectados aos diferentes canais de vendas digitais de um banco regional com base em várias características? Além disso, são testadas hipóteses que podem fornecer conclusões sobre os critérios que os clientes utilizam para selecionar os canais de vendas para cada produto.


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Product Details
  • ISBN-13: 9786207664641
  • Publisher: KS Omniscriptum Publishing
  • Binding: Paperback
  • Language: Portuguese
  • Returnable: N
  • Weight: 150 gr
  • ISBN-10: 6207664647
  • Publisher Date: 15 Jun 2024
  • Height: 229 mm
  • No of Pages: 96
  • Spine Width: 6 mm
  • Width: 152 mm


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Otimização das preferências de canais de venda
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