Editor's Note: Larry Hogan is global director of Industry Marketing for Insurance at Thunderhead.com.

It is no secret that successful brands are built on superior customer service. This rings true for all product and service providers, including insurance.

To achieve maximum customer satisfaction, organizations must truly understand the concept of the customer journey and maintain consistent conversations across all communication channels and touch points even in the face of looming regulatory reform. Yet, managing communications across channels can create new challenges, so organizations must set new goals to optimize and personalize the customer journey.

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