Case study : New York Life's eBusiness and agents live happily ever after : a revamped eBusiness strategy scores by selling agent appointement

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      <subfield code="c">by Chad Mitchell with Benjamin Ensor and Courtney Tincher</subfield>
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      <subfield code="a">In 2001, New York Life Insurances 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 agentappointment, 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</subfield>
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