Creating stickiness in the insurance industry

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      <subfield code="a">The insurance industry has a problem. With the economy still looking shaky, customers are increasingly shopping around and making increasingly complex demands. That situation is bad in any industry but in insurance the high cost of new business acquisition is  well known, as is the value of customer retention. Loyalty pays dividends but it is tough to achieve without the right tools in place. What gives you stickiness? It is all about communication, and communication is now all about technology. Customers, most of whom are now equipped with multiple information access devices, and with expectations changed fundamentally by their new digital interactions, want consistent, clear and on-demand interaction and communication across a number of platforms  print  survives but it's joined by PCs, smartphones and tablets</subfield>
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