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For eBusiness & Channel Strategy Professionals

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

January 11, 2010

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Authors

  • By Diane Clarkson
  • with Carrie Johnson,
  • Chad Mitchell,
  • Elizabeth Stark,
  • Kate van Geldern

Why Read This Report

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.

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