The rock band The Who is known for asking the musical question: “Who Are You?” But it is the insurance industry (and fans of the TV show CSI) that often echoes lead singer Roger Daltrey's next line, “I really want to know.”

So, how well do insurers know the people buying their policies? Not as well as they would like, as evidenced by the increasing amount of money being spent on customer service solutions.

Forrester senior analyst Chad Mitchell believes spending on customer service projects ranks high among insurance carriers for 2010. “If you ask whether they are spending on customer service, the answer would be yes,” he says. “On what section and how much, that differs depending on your definition of [customer service].”

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