Unibanco is a Portuguese financial institution, that offers multiple credit products. This is a very competitive and regulated market that is evolving rapidly, especially in the digital field. Therefore, companies that desire to stand out from the crowd of competitors must know the market, the consumers and be able to quickly adapt to the trends of the industry. For this consulting project, the objective proposed by Unibanco was focuses on the customer journey, more specifically on analyzing who its clients are, as well as who should it be targeting in the market. This study focuses on the credit cards market, and starts by studying the players of this market. A survey was also conducted with Unibanco’s clients, which produced relevant information about them, and allowed to identified what could be improved.In this project there are a total of fourteen recommendations for Unibanco, that cover multiple categories, such as customer acquisition, digital experience improvement and marketing. These recommendations were considered to be feasible and consistent. Some ideas may be more suitable for implementation in the short term, and others only in the medium term, but all of them possible and profitable.
Date of Award | 27 Jan 2021 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Omar El Nayal (Supervisor) |
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- Credit cards
- Credit market
- Financial institutions
- Consulting project
- Mestrado em Gestão e Administração de Empresas
Unibanco’s customer journey: opportunities for improvement
Santos, M. M. P. E. F. D. (Student). 27 Jan 2021
Student thesis: Master's Thesis