Carriers' product-centric business focus, and the continued belief that CRM is a packaged technology, is hindering customer relationship management initiatives.As a business strategy, customer relationship management is fairly straightforward: apply customer knowledge consistently across all delivery channels to support customer service and marketing efforts.

But the lofty goals associated with most CRM initiatives-identifying cross-selling opportunities, retaining profitable customers and improving customer service-largely have remained out of insurers' reach.

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