Vitality Servicing Automated Outbound Progressive Dialer. Qorus Innovation in Insurance Awards 2024

• Traditionally, the Vitality onboarding experience consisted of a 90-day email and SMS journey. While this approach did offer members comprehensive information about their benefits, it fell short in terms of actively engaging members and providing clear guidance on how or where to get started and use the benefits.

• The servicing team assisted members on how to activate benefits during their calls, depending on their capacity. This process was ad-hoc, addressing each member’s needs as they arose.

• To enhance benefit activation within the Vitality programme, a fresh approach was needed to create a step-change. This involved leveraging sales agents and augmenting the use of email, WhatsApp, and outbound calls from the service center. The implementation followed four distinct stages:

1. Sales agent activation benefits: During sales calls, members are promptly activated to Vitality and enjoy benefits from day one. Simultaneously, sales agents engage in conversations to understand their interests and will activate the benefit for the members on the call.

2. WhatsApp next best action messaging: If the sales agent is unable to activate member benefits, personalised WhatsApp messages are sent to onboard members into relevant benefits, as well as other members on the Vitality policy. Whether it’s exercise, movies, or healthy eating, the approach aligns with each member’s sales disposition. Regular WhatsApp reminders prompt members to start using their benefits.

3. Ninja activations: Vitality is aware through monitoring, that if a member drops off a journey, this creates an interaction trigger in the service centre to proactively call a member to assist them in completing the activation.

4. Outbound dialer calls: If members have still not activated benefits after a period of time, an automated outbound dialer generates a call to the member. This call allows the servicing agent to engage telephonically with the members and encourage them to actively participate in the Vitality wellness program by activating the benefit.

The outbound dialer leverages excess call center capacity to enable these calls.

• Our data-driven approach to onboarding ensures continuous improvement through the use of powerful analytics allowing Vitality oversight at every stage of the journey and providing visibility to identify drop-offs. This allowed for regular iterative tweaking to adjust and enhance the journey.

• To allow for higher conversion rates email and WhatsApp channels were leveraged and supported by the Vitality Servicing Outbond Progressive Dialer.

• All new Vitality members enjoy a highly tailored onboarding process. This process has led to higher conversion rates and improved member satisfaction.

• The below image depicts the personalised, omnichannel approach to onboarding new Vitality members. • From sales to benefit activation and beyond, our journey ensures all members realise value. The full journey below summarises what a typical Vitality member will experience. • An important lesson has been the power of the reminder. By reminding members within the journey, an increase of 6.5% has been observed. • Observing a shift away from email and SMS, members increasingly engage with Discovery Vitality through WhatsApp servicing. Consequently, WhatsApp has been adopted as the primary onboarding channel, yielding exceptionally positive results—more individuals now choose WhatsApp over email. This strategic decision enhances member experience and streamlines communication. • Member satisfaction has improved. Members are loving the experience. “The process is remarkably quick and easy”.

• The automated dialer solution serves as the last crucial step in our onboarding process. It efficiently engages with members, ensuring seamless communication and encouraging their active participation in the Vitality wellness program.

• The Vitality Servicing Automated Outbound Progressive Dialer solution plays a pivotal role in empowering the existing 128 agents to have the skill to both service inbound and outbound calls, seamlessly through the Automated Progressive Dialer, making up 60% of our total workforce with a conversion rate of 24% on all benefit activation calls.

• Discovery Vitality’s innovative onboarding journey, powered by WhatsApp and an automated dialer solution, which has resulted in a 2.4x times increase in benefit activations and a notable reduction in lapses.