The customer experience is a complicated thing these days. Understanding customer preferences, relationships and requirements is difficult for any company. It is even more difficult to go a step further to identify the capabilities that really make a difference in the experience. Factor in the digital world, the trend toward omni-channel, and the dominance of mobile and it can seem like an overwhelming task to develop and execute successful strategies to improve the customer experience. Yet companies are forging ahead with plans to improve the customer experience. And it has become much more that a secondary pursuit – for many companies it is a strategic initiative driven from the C-suite. For example, insurance executives cite improving customer experience and engagement as the number one strategic initiative for 2015, according to recent SMA research. More than 80 percent of insurers in North America are making significant investments in this area. In the midst of all the options and strategies, a central issue will be determining the role of the human intermediary. Many industries, including travel and hospitality, retail, real estate, insurance, and others struggle with this issue. The agent, broker, or financial advisor selling insurance products is a perfect example.

Insurance: Who is the Customer?

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