E-Fusion 2008
I think in general we’ve probably been able to increase the Web. So, whether it’s through comments and feedback
productivity somewhere between 10 and 15% of our sales on Weblogs, etc., that’s being pulled in as part of either
people. The other thing that we’re hoping will happen lon- the channel data or some of the actual content itself. So,
ger term is that we also increase the productivity of our it’s not just how many transactions are happening over the
agents as we start to think a little bit back to that original Web versus the call center or IBR, but what is the context
slide that Pat had where she talked a little bit about the of some of the comments. It might be ‘customer senti-
dimensions between advanced and more advanced people ment’ or ‘agent sentiment’ coming in. And not just the Web
that use insurance analytics. By being able to provide the but they’re also integrating things such as survey data
information to individuals in an easy, clean format, they get – much more text data on the whole. That the content side.
to see the actual impact that they have on the operation The flip side is on the delivery. So, pushing the reports
and that just leads to better performance. I think that takes back out via Web-based dashboards or even through an
care of it for me, Lee. integrated office, Microsoft Office Suite or Mobile applica-
tions.
McDONALD: Thank you, Mark. Paul, we’ll turn it over to
you. ALLABEN: What we do, Lee, at the Hartford is we use our
intranet for all the delivery and we use the Web analytics to
TINNIRELLO: Mark, great presentation. One quick ques-
determine what people are looking at, at what interval and
tion – especially for our listeners. What was the difficulty
as a result of what the use of things are, we’ll go back and
for adoption in your organization? Was this something
modify things so the Internet for us, internally, our internal
that was enthusiastically received? Or was some selling
Web, is key in the delivery as well as the future improve-
required on the part of senior management in order to get
ment of what we do.
this really on board and in place?
McDONALD: And a separate question is: We’ve mentioned
ALLABEN: Without the senior management’s endorsement
that this obviously everything that we’ve talked about
I don’t believe it would have gotten into place. It required
applies to the P/C world. When you’re doing dashboards,
not only selling and convincing, but also to some extent it
where do the life, health and P&C worlds differ and where
required people to change their long-held practices so it
are they the same?
was very important for the engagement of the senior peo-
ple. One of the silver linings you could call it, on the current ALLABEN: Let me give it a shot. On the sales and market-
financial crisis that a lot of the industry is going through, is ing stuff that we do I would say that while it’s not exactly
that it will require people to do things in new ways. Usually the same, it’s very similar. All the stuff that we’ve been able
when things are going well, people have a stronger resis- to do on the sales and service on P/C is directly applicable
tance to change. But I will tell you that without that senior on the life side as well.
endorsement, it would have been a much longer road for
us to get where we are. That enthusiastic endorsement
McDONALD: Pat, do you have anything on that?
at the senior level . . . so, for example, our number one
claims, the individual who was head of the claims orga-
SAPORITO: Yes. I agree and as a matter of fact, we’ve
nization we worked with to get him and his management
done some work with The Hartford on the individual prod-
team excited. Once they were excited it actually cued
uct side in building out using the performance analytics
down through the organization. The same type of thing
approach. I would also say again, they’re looking to push
happened on the sales side as well. Once we got the man-
that out to some of the agents to use as well. Other com-
agement enthused about the process, then we were able
panies other than The Hartford we’ve had a similar experi-
to work out way down through the organization. If we had
ence. In fact I would say that we’re getting more adoption
to do this from the bottom up it probably would have taken
on the sales and marketing side with life insurance.
twice or maybe three times as long to finally implement.
McDONALD: Thank you very much and I’m just reminding
McDONALD: Thanks, Mark. And, Pat, we’re going to have
everybody we’re going to wrap the Webinar up.
to wrap it up in about the next five minutes, but I need to
integrate some attendee questions and one question that
popped up is: The role of the Web in producing this infor-
TINNIRELLO: Pat and Mark, thank you so much. I thought
mation. Are you seeing much integration of Web activities
you were right on spot and right on point with your obser-
into these type of reports and if so, what is the stuff that’s
vation and certainly, again, looking forward to next year I’d
most likely being integrated? Pat, could you start with that
like to elaborate on this topic as we go forward in 2009.
one?
SAPORITO: Sure. So, yes we’re seeing . . . first of all com-
panies are collecting more information that’s coming over