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Peloton: The Poster Child of Intentional Customer Attention

Create an Exceptional Customer Experience with Intentional Attention

If you follow me on Instagram, you know I’m obsessed with Peloton. What’s a Peloton, you ask? It’s basically a bike that goes nowhere. It is also a case study in my book, Attention Pays.

John Foley, the CEO, is the brainchild of Peloton, a stationary bike with a tablet attached. But what John will tell you is it’s a technology company, not a fitness company.

They are the poster child for intentional customer attention for many different reasons. John is very attentive to the community which has over 80,000 subscribers on their Facebook group. This active community posts questions about features they’d like, and then, the company incorporates them in the software.

They carefully choose instructors they know will resonate with riders. Their instructors have become so adored, they even have their own cult following. These instructors are like celebrities. Each very different and very talented, attracting a certain kind of customer. Instructors often times have their own Instagram and Facebook pages that riders can follow as well.

Peloton pays attention to their community, which is made up of home-riders. These home-riders use their bike in the basement, their home gym and on their patio while following instructors they love. Riders can choose to ride live recordings or ones previously recorded. They can select from many different scenic rides when the class model isn’t what they desire.

They even created the home rider invasion where riders leave the confines of their home and travel to New York. There, they get to meet their favorite instructors and do classes in the studio. Because their rider community is so strong, meeting each other in the home rider invasion is as much of a perk as meeting the instructors.  I a very loyal customer and any day I’m working from home, I take advantage of my Peloton. I love their instructors! Jennifer Jacobs is definitely one of my most favorites.

Peloton’s business model demonstrates how one leader paid intentional attention to the customer and created a revolution in the fitness industry. Are you ready to do the same in your business?

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