Os desafios para a prospecção de clientes em uma administradora de cartões de crédito em Aracaju/SE

Abstract

The objective of this study was to analyze the main challenges in customer prospecting for a credit card management company in Aracaju, Brazil. The methodology employed was a basic and exploratory qualitative research approach, conducted through fieldwork, with the primary source of evidence being an interview with the company's manager. The main findings, obtained through an interview with a Marketing Manager, indicate that the company has regional reach and representativeness, which results in certain limitations. Thus, it was concluded that customer prospecting in this sector faces significant challenges, such as competition with digital banks, communication with customers, service personalization, and the pursuit of differentiated benefits. However, strategies such as the use of data analysis technologies, CRM enhancement, and personalized offerings show potential to optimize both customer acquisition and retention.