Customer Experience, Service & Success

Vitality Leverages Voice of Customer for better CX

Uses Medallia Experience Cloud to collect, monitor and analyse more than 160,000 digital survey responses; car insurance business saw positive resolution increase by 53 percent in less than a year

Medallia, the global leader in customer and employee experience, today announced that Vitality, the health, life, car insurance and investments provider, successfully leveraged its customer experience platform to support its aim to help people live healthy and active lives. The Voice of the Customer Programme supported business decisions, helping Vitality’s customers – individuals and companies alike – to achieve positive health outcomes for themselves and their employees, while also measuring and informing change in the newly launched Vitality car insurance business.

To continue to improve member experiences, Vitality recognised the value of improving the way it collected customer feedback – moving from numerous individual feedback responses to a system that can categorise and order feedback – making it easier to convert it into real-time business action. By leveraging Medallia Experience Cloud, Vitality was able to collect, analyse and act on customer signals on a single platform, making it more efficient.

With Medallia, Vitality quickly adapted to a self-service approach so that it was able to roll out bespoke dashboards within two days of launching, to immediately put insights into the hands of business decision-makers. This self-service functionality helped democratise customer insights throughout Vitality’s life, health, car insurance and investments business, and provided a tool with which managers could improve coaching processes and empower employees across the board to better serve customers and the corporate mission.

As a result, 900 Vitality employees, ranging from executives to customer experience advisors, were able to respond to customer enquiries, proactively reach out to 6,000 customers, and monitor and analyse 160,000 responses to live digital surveys. In Vitality’s car insurance business, ‘positive resolution’ increased by 53 percent in less than 12 months while several key ‘ease of business’ metrics also saw significant improvement. The success of Vitality’s dedicated customer experience team continues to attract industry recognition. Most recently, it won the CX Team of the Year Gold Award at the 2021 CX Awards.

“We’re delighted with how Medallia’s technology has allowed us to better understand our customers during such a difficult time,” said Tammy Lowth, Head of Customer Research and Insight at Vitality. “We are excited to see how the Medallia platform can help us uncover further insights as we continue to focus on supporting members to be healthier and enhancing and protecting their lives.”

“Vitality’s customer experience programme should serve as a blueprint for all customer-centric organisations, and we are delighted to see Vitality’s CX team recognised for their efforts,” said Zoë Lambrou, Professional Services Senior Manager at Medallia. “Vitality made a clear and deliberate decision to prioritise the voice of the customer at a time of unprecedented uncertainty, and we’re thrilled to have played a part in fostering positive outcomes.”

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