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Often, the claims department is an area of the insurance industry that many try to ignore. It tends to be a lot like your vehicle’s spare tire–it’s not thought of until it’s absolutely essential to continue the journey. This leads me to ask whether there is a way to alter that perception. Is it possible to turn the often dirty and ill-maintained spare tire into a marketing opportunity?

A few insurers have admirably attempted this revolutionary task. Their efforts have consisted of lettering a company vehicle to rush out to an accident scene or disaster area, allowing their sales force or adjusters to issue checks to handle the initial steps of the claim process.

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