To the Internet!
The key to this solution is Blue KC's well-researched (and growing) library of responses, which includes answers to ill-formed questions. As Blue KC recognized from Day One, analytics is vital to ensure the company knows what people are asking about and how they're posing those questions. Analytics also helps Blue KC keep the most pertinent info at the top of its page: For example, at this time of year it may include more insight about allergies. In the winter, it could have more answers pertaining to flu. If an outbreak of measles or another disease breaks out, Blue KC can immediately put that information near the top of its page to quickly address members' questions without forcing them to search. As a result, members don't innundate Blue KC's call center, thereby reducing support costs and allowing members with more complex questions to get through when they really do need a live person's support.