Everyone knows you can lead consumers to an insurance agent, but you cant make them buy policies. What isnt so well known, though, is what transpires in the interim was the lead a good one, or did the agent even follow up?
The Hartford began using an agent locator system on its Web site (www.thehartford.com) in 1998. It found the solution it wanted from InfoNow, a channel management solutions provider. Dave Guadliana, manager of new program development for The Hartford, says the system performed what The Hartford asked of it. The consumers would input their address, and back would come a listing of agents in their area, he says. It would also show a map of the location. That worked fine, but over a period of time, we felt it would be nice to facilitate the consumers getting in touch with the agents.
The original solution from InfoNow gave information to the consumer on how to contact the agent but did not assist that contact. Nor did it have a report function to let The Hartford know if the agent had made contact with the consumer. The company felt it was important to upgrade this service, Guadliana says, as an example of how The Hartford was helping agents grow their businesses by making it easier to sell The Hartford products.
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