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What Today’s Insurance Customers Want

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Today's customers are traditional in that they want understanding, interaction, even a relationship. But the points at which they interact and how they want to interact vary. Lynn Kesterson-Townes, Worldwide Commerce Marketing Leader for IBM, told the Insurance Marketing and Communications Association (IMCA) in Nashville that providers have to understand how and when to best help customers with their needs. Figuring out how to serve Millennials will help insurers and agencies capture others, she says.
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