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
Chad Mitchell
With contributors:
Benjamin Ensor , Courtney Tincher


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.

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