Not every sales channel is suitable for all audiences. Brazil Segmentation was used in order to improve the use of telemarketing as a sales channel in the field of microinsurance, enhancing the company’s prospecting databases with attributes. This unveiled the different segments and customer profiles, making it possible, after field tests, to calculate the degree of adequacy of the most used channel for each prospect.
In the end, responsiveness models were developed for microinsurance sales campaigns. Only the prospects who were most willing to serve the telemarketing channel were selected, preserving the contact and the sales budget.