Plan de fidelización para los corredores de la Empresa Generali Ecuador.

Abstract

In the course of the preparation of the present degree work, the analysis of several options for carrying out a loyalty plan for brokers of the Generali insurer was considered, highlighting the favorable points and the importance of maintaining the broker- insurer gap well sealed, to generate an excellent working relationship. It was discovered that the insurer has positive internal variables such as the recognition in the payment of insurance claims and the convenient coverage that they maintain in their products of the different insurance branches that they sell. A very important factor was to make the discovery of a broker profile according to the range of issued premiums that you keep in the insurer, in addition to determining that They like to spend time with their family and get very involved in the business making it familiar, executives, honest. On the other hand, the parameters were established to retain through solid foundations, projecting to strengthen long-term relationships by cleaning the company's risk portfolio and compromising much more production. Incentivizing through discounts, sweepstakes, redemption of prizes, profits in a sustainable way and very accessible to the broker. Finally, it was possible to determine that the loyalty plan is profitable, based on marketing ROI for every dollar invested in the broker loyalty plan for Generali a return of $45 will be obtained. An important finding is that the insurance branch that generates the highest income is that of vehicles, followed by life insurance.