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The technology revolution has done much to expand the insurance industry’s reach, automate most of the mundane and repetitive tasks, and give us the ability to provide products and services more quickly and with less human interface.  But with all the positive impact of technology have we become too removed from the customer?  And, when we speak of customer, we aren’t only referring to the insurance buyer; we’re referring to anyone who interacts with the insurance organization, whether internal or external.  Customers include the buyers, agents, brokers, adjusters, call centers, underwriters, claims personnel and everyone and anyone communicating with an insurer’s people, processes, or systems.

Has our close interaction with the users become the casualty of technology?  In an industry that was built upon and grew as a result of personal relationships, it might just be time to get back to our roots to look to technology to make the user experience a priority—and the new competitive advantage. As we investigate technology’s potential, we might also take a closer look at doing more than just automating the current process by using this as an opportunity to think outside the box to enhance the user experience.

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