Commercial insurers should emulate personal-lines carriers' successful use of social media and data analytics to help them in adjusting services and products based on customers' evolving expectations, said Donald Light of Celent. "Having a customized experience is important. What is deemed convenient is constantly being redefined," Light said. Mike Kulp of Xuber said that "in commercial lines, more customer centrality is needed" and that "a more holistic approach can help insurers differentiate their services."

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