The Ultimate Guide to Net Promoter Score (NPS) and Strava: Building Communities and Tracking Performance

The Ultimate Guide to Net Promoter Score (NPS) and Strava: Building Communities and Tracking Performance

Introduction:

Net Promoter Score (NPS) and Strava, a popular fitness app, may seem like unrelated topics at first glance. However, upon closer examination, there are common points that can be connected to provide valuable insights. NPS is a metric used to measure customer experience and loyalty, while Strava has built a strong community of like-minded fitness enthusiasts. Both concepts revolve around the idea of fostering loyalty and engagement, albeit in different contexts. In this article, we will explore the significance of NPS and the success of Strava, and highlight actionable advice for businesses and communities alike.

Understanding Net Promoter Score (NPS):

Net Promoter Score (NPS) is a widely recognized metric for measuring customer loyalty. It is calculated by subtracting the percentage of Detractors (unhappy customers) from the percentage of Promoters (enthusiastic customers). NPS scores range from -100 to +100, with a higher score indicating a more desirable level of customer satisfaction. The NPS survey typically asks respondents how likely they would be to recommend a particular organization, product, or service to a friend or colleague. Promoters rate their likelihood with a 9 or 10, Passives with a 7 or 8, and Detractors with a score between 0 and 6.

Differentiating Relational and Transactional NPS Surveys:

To gain a comprehensive understanding of customer satisfaction, businesses can deploy both relational and transactional NPS surveys. Relational surveys are conducted periodically, such as quarterly or annually, to gauge overall customer sentiment towards the company. On the other hand, transactional surveys are sent out after specific customer interactions, such as a purchase or support call. These surveys provide granular feedback on a particular topic, allowing businesses to identify areas for improvement.

The Power of Communities: Strava's Success Story:

In 2006, Strava introduced a revolutionary concept - a social network for athletes. They targeted avid cyclists, building a community of like-minded people who took fitness seriously. With the advancements in technology, such as GPS devices and lightweight heart monitors, Strava capitalized on the opportunity to create a platform that combined physical activity with competitive elements. The leaderboard, borrowed from online gaming, became the big hook for users. It allowed cyclists to compete against each other on specific routes, providing a sense of accomplishment and recognition.

Strava's key to success was not just the competitive appeal of the leaderboard but also the sense of community it fostered. Users shared their experiences, supported each other through injuries or setbacks, and celebrated personal achievements. Strava users started as individual trackers but soon became hooked on tracking friends and peers, pushing themselves to go further and faster. This community-led growth contributed significantly to Strava's popularity and expansion.

Strava's Global Impact and Monetization Strategies:

Strava's impact extends far beyond the United States, with over 80% of its users located outside the country. Brazil has emerged as the second-largest market for Strava, owing to its social nature and love for sports. The app has also gained traction in Europe, particularly in France and Germany, where running and cycling are popular activities. Interestingly, Strava data revealed that the second week in January is often referred to as "quitters' week," when newly active users tend to give up on their fitness goals.

When it comes to monetization, Strava has several options to explore. It could transition to a subscription-only service, consider acquisition offers, sell user data to advertisers, or explore new avenues for data monetization. However, Strava recognizes that its true currency lies in the effort and goodwill of its users, making it crucial for the company to prioritize maintaining a positive community experience.

Actionable Advice for Businesses and Communities:

• 1. Prioritize Customer Experience: Just as NPS emphasizes the importance of customer loyalty, Strava's success is founded on building a strong community. Businesses should focus on creating exceptional customer experiences that generate positive word-of-mouth and foster loyalty.

• 2. Leverage the Power of Communities: Like Strava, businesses can benefit from building communities of like-minded individuals who share common interests. By facilitating connections and encouraging engagement, businesses can create a sense of belonging and encourage brand advocacy.

• 3. Continuously Adapt and Innovate: Both NPS and Strava have evolved over time to meet the changing needs and expectations of their audiences. Businesses and communities must stay agile and embrace innovation to stay relevant in an ever-evolving landscape.

Conclusion:

Net Promoter Score (NPS) and Strava may seem unrelated at first, but they share common elements that highlight the importance of customer loyalty and community-building. NPS provides businesses with a metric to measure customer satisfaction and loyalty, while Strava has successfully leveraged the power of communities to create a social platform for fitness enthusiasts. By understanding the significance of NPS and learning from Strava's success, businesses and communities can strive to create exceptional experiences, foster loyalty, and drive growth in their respective domains.