Life insurance customers rarely get in touch with the insurer. Reliance Life’s goal is to leave a lasting impression in that minimal interaction with its customers for maximum retention. The challenge was how to provide consistent service — be it at a remote or metropolitan branch or at the call center. Microsoft Dynamics CRM 2013 allows Reliance Life to achieve all this and more. By integrating all customer touch-points, it creates a seamless experience from on-boarding to claim.