Today's consumer is king. With the ability to find an alternative solution for virtually any purchase in a few clicks on the Internet, consumers clearly have the upper hand. They are demanding more personalized products and services that meet their specific needs, and the ability to conduct business through any channel they choose-in person, online or by phone-without sacrificing service.As a consumer, these requirements are perfectly logical. As a business, they aren't that easy to fulfill in an environment where sales processes differ from channel to channel, and where customer data is historical, generally fragmented, and not always relevant.

Insurance companies often attempt to push products and services to consumers based on past purchase data or outdated focus group information. They often fall short with their online sales channels by failing to capture the human element of offline service.

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