Case Study

Case Study: New York Life's eBusiness And Agents Live Happily Ever After

A Revamped eBusiness Strategy Scores By Selling The Agent Appointment

February 20th, 2009
CM
Chad Mitchell
With contributors:
Benjamin Ensor , Courtney Tincher

Summary

In 2001, New York Life Insurance's Web site, which was intended for communication, education, and service, was not meeting its customers' or agents' needs. Web analytics showed that customers were trying to use the Web site to connect with agents, yet agents were not receiving quality leads. New York Life crafted a new eBusiness strategy that focused entirely on its agent sales force to "sell the agent appointment," generating quality leads at reasonable costs. Along the way, the firm developed a stable of eBusiness best practices around eBusiness strategy, agent adoption, marketing performance, and measurement. Above all, New York Life has proved that the eBusiness and agent channels can work together in a multichannel world.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.