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Most of us are familiar with the term “customer journey,” which tells the story of how customers interact with companies from their perspective. By identifying and understanding our customers’ journeys, we can better gauge and guide their experiences with us as a company–fostering positive, long-term relationships that benefit both the customer and the organization. But the process of understanding that journey across communication and distribution channels–while creating a consistent customer experience–has largely eluded the insurance industry.


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