The relationship between insurers and policyholders is changing, forcing insurers to reevaluate their customer service models. Customers expect their insurers to be efficient without compromising empathy and flexibility. Insurers that understand this evolving dynamic are shifting to a customer-centric customer service model that requires a holistic approach. This paper serves as a guide to help insurers overcome common obstacles by following 6 steps to build a truly holistic customer experience.