Orlando, Fla. — Health insurance plans–driven by the rapid growth of individual health coverage–increasingly turn to customer service technologies that sophisticated retail business, ranging from consumer products to financial services, have employed successfully for years, most notably Click-to-Chat, or “Chat.”

The growing interest in Chat was in evidence last week in San Francisco at America’s Health Insurance Plans’ (AHIP) Institute 2008, as major technology vendors including Microsoft presented their Chat-based solutions to the nation’s leading health insurance companies.

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