In the Spring of 2018, Liberty Mutual's hub for all customer support was the Contact Us page on their website. Quantitative research showed that many of the calls coming into Liberty's call center were getting re-routed, indicating that people weren't having quick calls, a pretty strong proxy that they were having a negative experience getting help. This was also a big unnecissary cost to the business. This is the story of how, over several iterations, the hub went from being the contact us page, to a chatbot embedded in the Liberty Mutual homepage. This shift resulted in 47% reduction in calls to customer support and hundreds of thousands of dollars in savings for Liberty Mutual.