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With the rise of digital technologies, life insurers are making strategic investments in customer experience to bolster business development. These investments include both people and technology, providing a 360-degree view of their customers. This view is needed to uncover new opportunities and enable a better experience for customers and staff. To meet the expectations of the next generation of insurance customers, insurers must shift their customer portals from transactional to experiential and personal. Whomever meets the needs of potential and current policyholders first will win their business and loyalty.