Case Study: The Hartford Drives Sales With Click-To-Call

January 11th, 2010

Diane Clarkson

With contributors:

Carrie Johnson , Chad Mitchell , Kate van Geldern , Elizabeth Stark

Summary

The Hartford Financial Services Group (The Hartford) is a leading US provider of life, automobile, and homeowners' insurance and other products including annuities and mutual funds. The company was seeking an online service capability to reduce Web site abandonment and increase sales of its personal insurance products. The Hartford's eBusiness needed a new assisted-service tool to target live help at the right time to the right prospective customers. The firm decided to use the Art Technology Group (ATG) eStara Click to- Call solution, implementing proactive and reactive click-to-call along with applied dynamic business rules to real-time contextual session information. On average, 2% of The Hartford's online personal insurance customers use click-to-call as a way to engage with a licensed insurance representative.

Want to read the full report?

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.