Spotify Shows Users It’s Listening, Releases Fitness Content

Now you never have to leave the app. As of yesterday, premium users of the streaming giant have access to "Fitness with Spotify," a Peloton-powered branch of their streaming services. Yoga, running, strength training, and cool-down guided videos are available to minimize "...friction or app-switching." Spotify is now positioning itself as a lifestyle product, not just an app for music and podcasts. The streaming service's customer centricity comes from collecting behavioral data, identifying how customers are using their product, and then making changes and updates accordingly.

Spotify's embracing of an omnichannel customer experience means that customers no longer need to use Spotify for fitness playlists and Peloton or YouTube for workout videos. This reduces "start-over syndrome," and allows users to start a workout video on their phone and complete it on their TV. Because users have been hacking Spotify as a fitness app since its beginning, this partnership expands on how customers already use the app, with more than 150 million active fitness playlists. 70% of active Premium users work out monthly, and Spotify's dedication to being in tune with these customers has kept the team on top of what its base needs.  The elimination of friction in a setting where switching platforms is common shows excellent listening and adaptation to customer data, predicting what users need based on their usage.

The strongest cue for brands is what their customers do, not what they say. Predicting friction points based on existing data is one of the most efficient ways to show customers that an organization is listening to them. Efficiently predictive CX involves feedback loops that are built into the product, rather than this data collection being an appendage to a service.

Partnering with a trusted workout platform, like Peloton, shows Spotify users that the streaming service takes their fitness journey seriously. Calling on Peloton's existing library allows demand for workout content to be met more quickly, and isn't a random, trendy partnership, but a strategic CX move between two companies which have gained customer trust. Peloton's values, including those of community, echo those of Spotify's.

In exchange for their listening habits being monitored, users receive the classic Spotify Wrapped. This end-of-year gift, the sharing of which has become a social media trend, proves to customers that the collection of their data is worthwhile while also providing value to users. Spotify also provides regular streaming analytics, such as "daylist" playlists based on content consumed at different hours on different days and playlists based on mood. This has helped build a sense of community within their customer base, similar to Peloton's. The streaming service's foray into fitness isn't the first time Spotify has demonstrated exceptional customer centricity and listening. Organizations' collection of data needs to feel valuable for customers to feel it's justified, and Spotify does data collection that proves convenient, not creepy.

The brands that are creating excellent customer experiences aren't the ones who are asking customers what they want. Standout customer experiences come from changes made based on anticipating what consumers need. CX listening isn't a one-and-done survey, it's feedback loops built into the product that inform changes to bring in and keep customers.

Image credit to Ilias Chebbi via Unsplash.