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Insurance value propositions usually focus on a product-oriented view. But what do buyers of insurance really value in insurance? By surveying 2,400 customers across six European countries, IBM found that THE insurance customer and THE customer value do not exist anymore, if they ever did. Insurers who take into account the varied attitudes, values and resulting actions found in today's markets will have an edge in reaching tomorrow's customers - and retaining them, despite ever fiercer competition. To achieve this, insurers will need to master trust, transparency and technology.
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