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The race is on. Companies are striving to enhance the customer and member experience through increasing levels of personalized service. The availability of "big-data" and ever-improving data analytics is making financial services, an already competitive industry, even more competitive. "Knowing the customer" and using that knowledge to better serve them takes on a new meaning in a world of data and artificial intelligence. Each and every touchpoint is an opportunity to add value, increase satisfaction and remain relevant.

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