Supplementary health

CATEGORY: Satisfaction

CHALLENGE: Understanding user satisfaction of a private health insurance plan by determining the attributes that are triggers of satisfaction and dissatisfaction and to assess the brand’s strength.

STRATEGY: Qualitative research (focus groups) with clients of different profiles and quantitative research (telephone interviews) evaluating all services provided, and the attributes collected in the qualitative portion. Final report integrating both phases of the study.

RESULT: The integrated analysis of both approaches enabled the understanding of not only the current level of customer satisfaction, but also the basis on which such satisfaction is sustained, potential threats to customer loyalty, and opportunities for optimizing communication.