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Technology should be used for the purpose of enhancing customer relationships, not just for the sake of them. (Photo: iStock) Technology should be used for the purpose of enhancing customer relationships, not just for the sake of them. (Photo: iStock)

Insurance carriers are increasingly choosing to make processes fully digital, instead of having their employees speak with insureds in real-time. As automation tools and advanced technologies become readily accessible, it’s important to recognize both the benefits and pitfalls of this strategy. Using technology without understanding the implications on the overall customer experience can have detrimental effects (i.e. frustration or skepticism) on the relationships you build with policyholders.

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