In a competitive insurance landscape, delivering the best customer experience goes beyond simply processing claims. It means creating efficiency for everyone in the value chain. That’s according to panelists at InsurTech NY’s Spring Conference, held in New York City earlier this month.

“When we think about the customer experience, it’s really the experience for everyone in the value chain,” said Joe Welch, senior account manager for the API Group at Vonage, a N.J.-headquartered provider of unified communications for insurance. “So, it could be an end policyholder, or it could also be an agent, because basically what we want to provide is a single, unified, seamless communication.”