Vitality rows back on loyalty changes after members threaten to leave
The health insurer revamped its membership programme in April and introduced a weekly game where customers had to find a cartoon dachshund to earn rewards.
However, The Telegraph spoke to dozens of members who threatened to cancel their insurance policies over claims the game was a cover for watering down the rewards available – a suggestion which Vitality strongly denied.
Vitality's loyalty scheme rewards members for their healthy lifestyle choices. Walking a certain number of steps a day, going to the gym or completing a Parkrun can all accumulate points that can be converted into monthly rewards.
However, anger arose after an upgrade in April meant members that made healthy lifestyle changes would be offered the chance to play a game within the app each week to claim monthly rewards. Members would have to find a number of hidden dogs named Stanley to earn points.
Less than three months after rolling out the changes to its 1.9 million members, Nick Read, managing director, admitted in a letter to members that some aspects were not 'resonating as we had hoped'.
Although the game has not been removed, members will no longer need to play to earn up to two monthly rewards each month which include cinema tickets, restaurant meals and food delivery discounts.
Weekly rewards have also been improved to give customers more choice. Members can now choose any two rewards between a drink at Caffè Nero, 25pc off a meal at Itsu and 50pc off a cinema ticket at Vue or Odeon.
The Stanley game will remain, giving members a chance to earn additional rewards.
Martyn James, a consumer champion, said: 'While it's disappointing when businesses make decisions that appear to reduce the benefits of their products to their consumers, it's heartening to see that they listen when people make it clear they are unhappy.
'So it's gratifying that Vitality has made a consumer focused decision so quickly after The Telegraph's recent article.'
Alex McCann, who has been a member since 2015, also welcomed the news and praised Vitality for listening to its customers.
The small business owner said: 'This goes to show the power that consumers have. The outrage on social media was visible as soon as the initial changes in the reward system were announced.
'I'm surprised it took them so long to do a U-turn. Although the full details haven't been announced yet, I feel it's a positive step. Business is all about listening to customers.'
Another member told The Telegraph: 'I'm pleased that Vitality has listened to user feedback, and I think the changes could become a positive example of listening to customer feedback. Removing the need to play the Stanley game for weekly and monthly rewards is what we wanted to see so that's great.'
Nick Read, of Vitality, said: 'We always look to ensure everything we do gives each of our members the best outcomes, both through their insurance with us, and the support we offer them to live a longer healthier life.
'Our members' views always matter to us, and the recently announced changes build on our members' feedback, and our launch earlier this year. It will provide even more value, going further to support our members to be active and get more rewards when they do so.'
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