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Claims are typically viewed as an expenditure, outflow, and a deficit. They are a point of contention that can often result in conflict with a loyal customer. In many respects, claims are where the battle for retention is won or lost. At their very best, claims are certainly not a celebrated moment in the customer relationship management lifecycle. If claims are at the root of customer dissatisfaction, and the only sustainable advantage a company has is providing superior customer service, then why aren’t more efforts and resources focused on truly changing this rudimentary problem?

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