–Homeowner insurance policies –One type of insurance –Mature company wants to lower distribution costs –Current Distribution is 3 level channel design –Lower distribution costs by reducing intermediaries.

Three-Level Channel Design Service Company 7Sales AgentDeliveryCustomer

Company met with intermediaries Debating disintermediating its process Direct Insurance sales between company and customer

Intermediaries were surprised by survey results –Currently deliver half the policies by mail and the other half face-to-face Intermediary services needed to be technology-enabled in order to meet customer needs and wants

E-marketing…Goal CompanySales and DeliveryServiceCustomer Distribution Channel after Reintermediation

Deepening the relationship with existing intermediaries Developing relationships with new intermediaries Providing the technology to improve productivity for the intermediaries, and ultimately for the company

Suppliers Customers

Engaging Retaining Learning Technology… JavaServer Pages Frames PDF files Cascading Style Sheets Java Script

911… Company 7 had an office located in the World Trade Center. They used their web site to show special messages about the attack and to let people know that their employees did get out safely before the collapse.

Logo XX Slogan Randomly generated images Menu About Co. 7 Press Room Investor rel. Career Opp. Agents & Brokers Contact Us Stock Information Introduction and Welcome Used for Special Reports or Interest Search Individual and Family Menu Business Menu

Policy would be presented upon the customer’s preference: Face-to-face, online, or combination Physical delivery would be based upon customer’s preference: Mail, personal, online, or combination Online scheduling process would engage delivery Customer orientated site for customer service with FAQs Develop enhancements and new offerings for long-term Calculators for Retirement, Roth IRA, and Savings

Policyholder, claimant, witness, or incident reporter are able to provide information online –Once initial page is filled out, the correct second page comes up using the information provided. –CGI and scripts written in Perl Insurance Quote –JavaServer pages Calculators –HTML and Java Script

Regularly update website Stories regarding homeowner issues Customized based on theft, flooding, fire, and catastrophic occurrences. Factual not fear based Input and feedback on content Featured story on Alzheimer’s disease

Random collection of photos –JavaScript line of codes provides engine to generate JPG images Spanish language link –The same as a simple English page, just in Spanish

Clickstream behavior monitoring Log files Identify trends on navigation, length of time on a page, and frequency of visits Develop profiles with this information incorporated with demographics provided by online visitors.

Clickstream and Data –Transparent to customers –Some parts updated, some not Forms –Difficult to find –No link back to homepage from subsites –JavaServer Pages passed information back and forth between database Appearance –Only thing in common for subsites is logo. –Easy to get lost –Different domain names

Likely success ( with a little work) –The idea behind the website is good However the subsites should be all designed by the same person/(s) Links should be better organized