A carregar...
Publicação
Segmentação de clientes com base no seu valor e comportamento migracional : estágio PT Comunicações
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.92 MB | Adobe PDF |
Orientador(es)
Resumo(s)
A indústria das telecomunicações é caracterizada pela rápida mudança de ofertas, existindo uma fácil mudança entre operadoras por parte dos clientes. Por conseguinte, é um mercado de forte concorrência onde existe uma forte guerra de preços. Assim, a retenção de clientes é muito importante para as empresas do mercado das telecomunicações, de modo a que estas mantenham os seus clientes e não os percam para as empresas concorrentes.
O presente relatório apresenta a descrição das atividades desenvolvidas durante o estágio realizado na direção segmento de consumo residencial, na área de planeamento e projetos estratégicos da PT Comunicações, S.A., o qual durou 4 meses, de 21/04/2014 até 28/08/2014.
As atividades desenvolvidas foram a segmentação dos clientes do mercado residencial com base no seu valor para a empresa e no seu comportamento migracional.
Os principais objetivos foram pela criação e disponibilização de uma ferramenta de identificação e monitorização de todos os movimentos de clientes, de acordo com a sua subscrição de produtos e serviços. Para alcançar estes objetivos foram analisados dados de faturação de clientes, através da ferramenta SQL Server.
De acordo com os objetivo traçados, o estágio permitiu ao estagiário desenvolver as suas competências nas temáticas do SQL, segmentação de clientes e CRM.
Numa perspetiva de resultados, procurou-se identificar os principais movimentos de clientes, classificando-os e com isso poder tirar conclusões sobre relações entre a oferta e a procura. Estes resultados permitirão fazer ajustes a nível das ofertas da empresa de modo a responder à procura.
The telecommunications industry is known for quick changes of offers and strong competition, making it easy to customers switch from one company to another. So, it´s a market of strong competition where there is a fierce war of prices. Thus, retaining the customers is very important to the companies in the telecommunications industry, in such a way that they retain their customers and don´t lose them to competitors. This report presents the description of the activities developed during the internship that took place in the direction segment of residential consuming, in the area of planning and strategically projects of "PT Comunicações, S.A." which lasted four months, from 21/04/2014 to 28/08/2014. The activities developed were focused on the customer segmentation of residential market based on their value to the company and their migration behavior. The main aims were creating and making available a tool to identify and monitor all customers´ movements, according to their subscription of products and services. To reach these objectives was analyzed data from the customers' bills, through the SQL Server tool. According to the established aims, the internship allowed the intern to develop his skills in the SQL, customer segmentation and CRM areas. As far as results are concerned, our effort was to identify the main movements of customers, classifying them and with that being able to reach conclusions over the connections between the supply and the demand. These results will allow an adjustment in what the company offers so that it can answer to the demand.
The telecommunications industry is known for quick changes of offers and strong competition, making it easy to customers switch from one company to another. So, it´s a market of strong competition where there is a fierce war of prices. Thus, retaining the customers is very important to the companies in the telecommunications industry, in such a way that they retain their customers and don´t lose them to competitors. This report presents the description of the activities developed during the internship that took place in the direction segment of residential consuming, in the area of planning and strategically projects of "PT Comunicações, S.A." which lasted four months, from 21/04/2014 to 28/08/2014. The activities developed were focused on the customer segmentation of residential market based on their value to the company and their migration behavior. The main aims were creating and making available a tool to identify and monitor all customers´ movements, according to their subscription of products and services. To reach these objectives was analyzed data from the customers' bills, through the SQL Server tool. According to the established aims, the internship allowed the intern to develop his skills in the SQL, customer segmentation and CRM areas. As far as results are concerned, our effort was to identify the main movements of customers, classifying them and with that being able to reach conclusions over the connections between the supply and the demand. These results will allow an adjustment in what the company offers so that it can answer to the demand.
Descrição
Mestrado em Gestão de Sistemas de Informação
Palavras-chave
Segmentação de Clientes Valor de Clientes CRM SQL Customer Segmentation Customer Value
Contexto Educativo
Citação
Pereira, João António Antunes Cavalheiro (2014). "Segmentação de clientes com base no seu valor e comportamento migracional : estágio PT Comunicações". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão