Ace Health Insurance Inc. (AHI) offers health insurance to millions of customers in the US. The AHI management is concerned about the rising customer support costs at their call center. A management consulting firm has recommended that AHI should start a self-service web portal for its member. Members can find their relevant health insurance information on the portal, such as see the status of their health insurance claims, explore member benefits, and look for treatment options. Members can also conduct transactions with AHI on the portal, such as ordering a new health insurance card. The portal would allow members to find the desired information and make fewer calls to AHI’s call center.
Before rolling out the member web portal on its website, the AHI decided to conduct….