Challenging assumed knowledge about customers captured by digital channel to elevate its impact on a health insurance company.

In order to understand and challenge assumed commercial biases, we delved into the behavior of customers according to different digital sales channels, their offers, on boarding, expectations and specific customer value. Together with the insurer, we built a new definition of the importance of this customer typology, established a roadmap of more than 30 initiatives and opportunities to improve the segment's impact on the company's customer portfolio in terms of acquisition, on boarding and retention.