I guess (as I'm no expert on the airline industry) that addressing the core problems of mishandling of bags is going to take a longer more concentrated effort. A gradual changing of practices and procedures eventually leading to a consistent reduction in mishandled luggage.
It's obviously a costly problem for the airlines, in compensation as well as the man hours to deal with each incident.
Perhaps UA are recognising there is no quick fix and are offering a 'token improvement' to the customer in relation to their dealings with lost baggage?
Like other posters have said, the average person will ring a couple times to find out the progress of a claim. This tool will elevate man hour pressures on UA and give the customer an impression of being up to date with the progress of a claim....
just my 2c..