From This Day Forward

Hyle, Robert Regis
May 2010
TechDecisions;May2010, Vol. 12 Issue 4, p40
The article focuses on customer retention in the insurance industry. Ellen Carney, a senior analyst with Forrester, says that attention to retention is driven by the cost of acquiring new customers. According to Britta Schatz, director of application development and support for Penn National Insurance, customer intimacy is a major focus at the insurer. Efforts of AEGON Direct Marketing Services (ADMS) Inc. to study how predictive analytics can be used to retain customers are also cited.


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