Centro de Documentacion de Fundación MAPFRE - Case study : The Hartford drives sales with click-to-call

MAP20100002896

Case study : The Hartford drives sales with click-to-call / by Diane Clarkson... [et al.]. — Cambridge : Forrester Research, 2010

(For eBusiness & channel strategy professionals)

Sumario: 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 Hartfords 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 Hartfords online personal insurance customers use click-to-call as a way to engage with a licensed insurance representative

1. The Hartford Financial Services Group . 2. Empresas de seguros . 3. Canales de distribución . 4. Internet . 5. Ventas de seguros . 6. Servicio al cliente . 7. Servicios asistenciales . 8. Sistemas de gestión . 9. Nuevas tecnologías . 10. Márketing de la empresa de seguros . 11. Comercio electrónico . I. Clarkson, Dianne . II. Forrester . III. For eBusiness & channel strategy professionals . IV. Título.