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Deb Smallwood, founder of SMA Strategy Meets Action, a strategic advisory firm servicing the insurance industry. www.strategymeetsaction.com

Based on SMA research, one of the biggest challenges in this decade is the explosion of customer-facing interactions all insurers need to capture and manage. Customer communications management (CCM) plays a critical role in increasing sales and improving retention in the insurance industry. A comprehensive, holistic CCM vision is essential in today’s ever-changing landscape with the advent of new customer demands, shifting demographics, and the expansion of the various devices and channels that policyholders, agents, and third-party partners use to interact with insurers.

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