Case Study: Vitality achieves 87% sales growth and real-time lead conversion with Microsoft Dynamics 365

Innovative UK health and life insurer boosts sales with Microsoft CRM

Vitality, the UK arm of South Africa’s Discovery group, needed to fix a slow, manual lead-management process in its Direct to Customer (D2C) unit. Leads captured from the website were handled via clunky Excel extractions and manual routing, causing gaps (ten leads becoming eight), long delays, no real-time tracking and idle advisors, limiting growth despite strong market momentum.

Working with partner The CRM Team, Vitality implemented Microsoft Dynamics CRM Online and a redesigned lead process using an Agile approach, integrating routing, telephony and analytics capabilities. The new system was live in weeks, cutting lead wait times from about 90 minutes to seconds and delivering an 87% increase in sales in seven months—raising the unit’s contribution from 3% to 7% and positioning the team to target 10–20% contribution as efficiency and conversion continue to improve.

Vitality

Keith Boyle

Head of D2C Division