Insurance provider Vitality creates ongoing relationships with its customers using Salesforce

(© Rawpixel.com – Shutterstock)

Vitality is a leading health and life insurance company that operates under what it calls the ‘value model’ – where the guiding principle is ‘what’s best for our members, us and our team’.

This means that Vitality encourages its members to be healthy, to benefit, with the idea that this will bring positive results to them personally and to Vitality.

For anyone who has taken out any type of insurance, you will know that what happens is based on getting a quote, accepting your claim, paying the premiums and hoping that you don’t have to make a claim. Dealing with an insurance agent usually happens when something goes wrong and you want to get money through a sentence, or a period of repair.

However, because Vitality wants to interact with its members on a regular basis, this requires a different way of working – one that does not rely on sales alone. Mike Williams, Director of CRM, explains that today’s usage is influencing companies’ technology decisions:

The whole point of Vitality is that we want to be more than insurance. Our main goal is to make people healthy and to improve and protect their lives. Every decision we make from technology is how it will help members enhance and protect their lives.

The way we do this is that we offer a rewards-based platform, which is unique in the market. It’s all about encouraging behavior, which means you’ll be healthier, our claims will be less, and then we can get back to those rewards.

Vitality has been using Salesforce Sales Cloud for 15 years, but adopted Salesforce Service Cloud about four years ago. The Cloud Cloud is set to support Vitality’s storage team, says Williams:

The reservation does not lie in the sale or the service, it lies in this space in between. You’re referring customers, but you’re about to sell to them again. At Vitality we don’t see it that way, we’re looking at using the benefits – understanding how much they’re getting from Vitality.

There are hundreds of pounds that you as a user can benefit from by being a member. We chose Salesforce because we needed a central place to manage all of those things, that one customer record is where it all started.

One view for the customer, but for the user better

Williams and his human resources team are taking a different approach to the ‘one view of the customer’ concept using Salesforce, where it focuses on providing the right experience for the user, rather than trying to manage the best profile for everyone. About the organization:

A lot of people talk about a ‘single view of the customer’ – but I don’t think there is one. I think that one customer perspective is unique to the business area that wants to focus on that customer. So for me when it comes to Salesforce, it’s how we pull that information together for the customer, and then present it in a way that the business community is getting one idea.

They are getting the right information at the right time, to help them in the best possible way. At that moment, the customer should feel like they are in the center of Vitality’s world. So we have to make sure that our system does that, we have to make sure that our internal systems show our agents everything about that person.

Williams says that using this method, in addition to the features and functionality that Salesforce provides out of the box, such as analysis, reports, dashboards, and online systems, means that agents and users do not have to leave and use other systems to manage. what is happening with the members.

Vitality now has 2,000 Salesforce users across the organization. The company has adopted the 80/20 rule when it comes to using the platform, where 80% is configuration and 20% is code implementation. But Vitality aims to adapt its business and processes to fit the system, not the other way around. This is because, according to Williams, by using a system outside the box, you get access to more applications.

However, this does not mean that there are no problems. Most of all – as is often the case in these cases – it is not always easy to fix. Williams and his team are focused on ensuring that data works for Vitality users and its members:

Data is very difficult. I think I understand where your data is needed and who needs to use it. Should this be shared across the board? Or really, is it a very small segment, or a group that needs to see it? I think it helps with the data structure and the data structure that you are trying to create. I think another thing is, when it comes to data, it’s simple – go back.

I say forget what we have now. Think about it: what is this data trying to do? What are we trying to do with it? Don’t go if you want, I guess. Just because we have these 17 tables and all our data today doesn’t mean you have to have 17 things in Salesforce. You can combine some of these.

I think the last point for me on data is: don’t forget the user. Businesses think about organizing the data system, but it also has to look good, feel good, navigate in a way that is good for the user.

Education

Throughout its journey, Vitality has learned a lot about how to get the most out of Salesforce for its users and members. Williams admits that in its early days using the platform, the agency made some mistakes — but that was largely due to a lack of internal knowledge of Salesforce. This is no longer the case:

There are many ways to do the same thing with Salesforce, which means sometimes it’s not the right way to do it. You can do it one way, then six months down the line you get a little stuck. So we’ve been through a little bit of that pain.

But I would say that at that time the knowledge of Salesforce within Vitality was not where it needed to be, so the responsibility was on us. Where we are now is that we are in the next generation – we know how to build Salesforce.

Williams adds that the two most important things about Vitality, from a user perspective, are technology and design. From a technical point of view, it’s time to sell, and be able to move quickly – what Salesforce offers the company. When it comes to design, implementation, Vitality is constantly looking for solutions, says Williams:

Social media is a great example of something that we don’t just put on Salesforce and go, ‘job done, okay’. There is continuous feedback, continuous optimization to help them. They see the platform moving and that they know they’re not only helping Salesforce build some of those things, and what’s going to be released in the future, but they say, ‘Oh, these guys want this to work and they’re making changes based on our feedback’.

I always tell them, it’s their plan, not mine. It’s not our plan. It is an end user system.

To learn more about diginomica from Dreamforce 2022, visit our dedicated Dreamforce site.