The Hartford Named 'Business of the Year' By American Society on Aging
The Hartford Financial Services Group, has earned a ``Business of the Year'' award from the American Society on Aging (ASA). The San Francisco- based non-profit cited The Hartford's exemplary efforts in meeting the needs of the mature market and its pioneering work in creating a corporate culture that understands older adults.
Each year ASA, the country's largest professional membership association in the field of aging, recognizes two companies—one large and one small—that have demonstrated broad commitments to the mature market and that serve as models for other companies to emulate. The Hartford is being honored in the large company category. ASA will present the award at its annual meeting in Orlando on March 6. Nominees were judged on originality, innovation and continuity of effort.
Ramani Ayer, The Hartford's chairman and chief executive officer, said, ``For more than 15 years, The Hartford has used its in-house gerontological expertise to bring the voice of the older customer inside the company and help shape the work we do. Whether we're training our staff or developing new products, we consider the impact on adults over the age of 50 and we pay special attention to ensure that we're responding to their needs. We are honored to be recognized by ASA.''
Ayer noted that The Hartford's close working relationship with AARP has been a key factor in helping the company understand the mature market. Since 1984, The Hartford has been the endorsed provider of automobile and homeowners' insurance to members of AARP, with 1.9 million policies currently in effect.
The Hartford offers its employees many programs aimed at addressing the needs of older adults, including an original seminar called ``Focus on the Older Customer.'' It is designed to help employees eliminate age-related stereotypes in their interactions with older customers while promoting sound business practices. Since its inception 15 years ago, thousands of employees have participated in the program.
As a way to infuse an essential human dimension to an often-times high- tech business environment, The Hartford sponsors another employee program, ``Celebrating Our Customers,'' a positive, dynamic interchange between staffers and customers that helps employees better understand the tremendous diversity among their older customers.
Each year some 12,000 Hartford customers receive assistance through a unique company service, the Widowed Customer Program, which was created in 1986 to meet the special needs of those who had recently lost a spouse. The Hartford trains its telephone representatives in ways to offer non-cliched acknowledgments of the customer's loss and to help the customer conduct his or her insurance business during an emotionally difficult time. In addition, The Hartford employs more than 50 trained specialists in sales, customer relations and claims who can offer more individualized service to newly widowed customers.
The ASA award also was presented to The Hartford for its public education programs for older Americans. Outreach efforts include a home safety campaign featuring The Hartford House, which showcased innovations in home design that offer greater safety, convenience and comfort to older people. This traveling exhibit (1988-1996) was seen by more than a half a million people. The Hartford also sponsored a driver safety program that used a traveling exhibit—The Hartford Car—and public education materials to promote safe driving skills for older adults.