For eBusiness & Channel Strategy Professionals

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	February 20, 2009 Case Study: New York Life's eBusiness And Agents Live Happily Ever After A Revamped eBusiness Strategy Scores By Selling The Agent Appointment by Chad Mitchell with Benjamin Ensor, Courtney Tincher	Average: 10  (1 rating)

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Executive Summary

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.

TABLE OF CONTENTS

• Situation: New York Life's Web Site Wasn't Helping Customers Or Agents
• New York Life's New eBusiness Strategy: Selling The Agent Appointment
• Results: New York Life Achieves Success Through Multichannel Collaboration
• Next Steps: Scan The Horizon For Emerging Opportunities

WHAT IT MEANS

• The Lessons Learned From New York Life
• Related Research Documents

This is an excerpt

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