Instead of passively waiting for your customers to approach you, insurers should be actively making their customers aware of comprehensive risks and the need to protect against them. (Credit: Franck Boston/Shutterstock) Instead of passively waiting for your customers to approach you, insurers should be actively making their customers aware of comprehensive risks and the need to protect against them. (Credit: Franck Boston/Shutterstock)

For many years, customer expectations, the impact of digitization on customer relationships, and the development of a successful customer journey have been the focus of customer service in the insurance business. But does this mean that the focus is really on the customer?

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