VITALITY
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“ It ’ s less about delivering a digital strategy in isolation and more about considering how the digital team can support the company in achieving its goals ”
— Dave Priestley , Chief Digital Officer , Vitality
‘ Vitality Points ’ and provides access to incentive-based rewards when they achieve certain point-based targets . “ The app will show how your points are accumulating and what rewards you ’ ve unlocked . We ’ re increasingly building more and more reward fulfillment into that interface ,” he explains . For example , if a customer earned a certain amount of ‘ Vitality Points ’ for working out a pre-set number of times per week , they would be entitled to a free coffee , movie download or more . “ It also holds your policy information ,” continues Priestley . “ If for any reason you need to quickly access your policy details , renewal day or something else , it ’ s all in there .”
Conceiving such an innovative way of encouraging people to stay healthy and active is impressive , but Vitality would not have been able to implement such a rewarding programme without the help of its many suppliers and partners . One partner , TCS ( Tata Consulting Services ), has been instrumental in helping Vitality deliver its new services . Based in Mumbai , India , TCS is a multinational IT and consulting company with a truly global reach of 149 locations spread across 46 countries . Regarding Vitality ’ s special relationship with TCS , Priestley had this to say : “ We don ’ t have the scale as a business to be efficient at some of the technical
OCTOBER 2020