Supporting its more than 12,000 exclusive agents is at the heart of Farmers Insurance Group's CRM initiatives. The centerpiece of this strategy is a branded program called Agency Dashboard, which enables agents to obtain ongoing insights on policyholders' needs.When Farmers agents log onto the secure intranet site, located at, they must key in a user name and password and then are connected to a personalized Web portal that provides real-time data and policy activity of their entire book of business.

From this portal, Farmers agents access relevant customer data across six main insurance segments: personal, business, life, financial, value-added and specialty insurance. More specifically, they're able to view all insurance quotes that have been saved within a specific line of business. They can also access relevant data broken down by specific category of activity: quote new household; quote new line of business/existing household; and quote new application/existing household.

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