The document discusses the challenges facing the insurance industry in today's competitive environment. It notes that companies struggle to differentiate themselves and create value for customers given the brief transactional nature of insurance relationships. Key customer touchpoints that represent advantages are identified as the point of sale, claims handling, and policy renewal. The document then discusses how identifying important touchpoints requires collaboration across different parts of a company. It concludes that billing represents the most visible and frequently interacted with touchpoint, connecting businesses to customers with every payment.