Case Study: Vitality achieves unified Voice of the Customer and a 53% rise in positive resolutions with Medallia

How Vitality leverages Voice of the Customer to help members better their lives

Vitality, a UK health, life and car insurance provider, needed to transform fragmented customer feedback into actionable, enterprise-wide insight so it could better help members and respond quickly during the pandemic. To do this it partnered with Medallia and launched Medallia’s platform (Medallia Experience Cloud), establishing a dedicated CX team to centralize Voice of the Customer data and drive role-based, real-time insights across the business.

Medallia delivered a unified, self‑service VoC solution with ad hoc research and dashboards that empowered users from executives to contact‑centre agents; Vitality monitored and analysed more than 160,000 digital responses, proactively reached 6,000 customers, and rolled out bespoke dashboards within days. The Medallia implementation drove measurable impact — car insurance “positive resolution” rose 53% in under 12 months, self‑service usage increased 14.6%, and Vitality won Gold for 2021 CX Team of the Year — while enabling rapid strategy shifts and improved coaching based on customer feedback.

Vitality

Tammy Lowth

Head of Customer Research and Insights