Application and evaluation of the creative framework for customer retention business model

Abstract

In every business, the acquisition and maintenance of customers are strategic factors and of great value for any company. Not only to increase profit, but also for the company to increase the added value of its products. In this context, creativity being a tool for solving problems and important for the innovation process, collaborates for the development of customer retention strategies. Thus, this work has as main focus the application of an ideation framework as an enhancer of a customer retention model in health plan operators. The results point to a considerable potentialization of this business model based on the application of a creative framework.