In its most basic form, Webster's dictionary defines "customer" as "one who buys goods and services." In many businesses across Corporate America, this definition-however vague-serves as a roadmap to a more holistic internally developed interpretation.

But to many insurance carriers, Webster's definition represents their pinnacle. Each year as carriers market billions of dollars of insurance products, many still lack the technology and the corporate approach needed to capture a crystallized view of their customers. Most insurers can only speculate about who their customers are, experts say, not to mention what motivates them to purchase a particular insurance product.

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