In the second part of this three-part series on CRM, John Sarich looks at the shift of CRM systems from broad sales tool to finely tuned insurance IT systems. Read part one, “CRM challenges in insurance — agents vs. carriers.”

As we discussed earlier, carriers that subscribe to the independent agency system are akin to wholesalers, where a third party is responsible for the sale to the customer. However, insurance carriers also have a sales force. This sales force isn’t there to sell an insurance policy to a customer, but to build relationships with the carriers’ agents and agency personnel.

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