Peloton offers members personalized support with Zendesk

  • Cycling Classes Streamed Live from NY Daily 14
  • Support Tickets per Week 5,000
  • Agents 65
  • Net Promoter Score (NPS) 91
  • Products Used

Founded in 2012 by a group of fitness enthusiasts and seasoned entrepreneurs, Peloton has been called “The Netflix of Fitness” for pairing its state-of-the-art hardware with subscription digital media.

The Peloton bike comes equipped with a 22-inch high-definition, sweatproof touch screen, on which members can stream live or on-demand classes from the comfort of home. Only three years after selling their first bike, Peloton has become a veritable cult brand, profiled by publications like Forbes, Fast Company, and Fortune.

“The combination of our sleek hardware, engaging classes taught by world-class instructors, and intuitive social integration has really resonated with consumers,” explained Brad Olson, Senior Vice President and Head of Member Experience. “And our members enjoy this experience at home, on their own schedule.”

Peloton prioritizes adding a personal touch to each stop along the member journey, starting with the purchase and delivery of the bike. The company’s Member Support organization, totaling 65 associates, is split between a team that handles general inquiries and a second that provides more complex technical support.

Peloton began using Zendesk Support to assist its members from the very beginning. “From the get-go, Zendesk was the system of choice,” said Director of Member Support Laura Mundell. “We really needed something that we could use to start interacting with members the next day, and Zendesk Support was a great option. We began using it out of the box, and then our licenses grew quickly over the next few years, from 3 to over 60 agents. Throughout our growth, the flexibility of the Zendesk solution has allowed us to scale our team, and to easily integrate with other systems and tools.”

As Peloton has grown, it expanded its initial service offerings to include a help center, powered by Zendesk Guide, and live chat support through Zendesk Chat. Each Zendesk product offers transparency into the member experience and, important to Peloton, the option to personalize responses to the member and fine-tune the self-service experience.

“We love the ability to continuously test, learn, and refine our help center. We track usage of the help center on a weekly basis to make sure we’re always up-to-date on what people are searching for, what they’re not finding, and what articles we can improve or add,” said Mundell.

Peloton also offers members phone support through the Zendesk Talk integration. A ticket is created for each call received and becomes part of member’s history in Zendesk Support. “Talkdesk is fully integrated with Zendesk, which enables us to create tickets as calls come in and keep track of the full member interaction,” Mundell said.

Phone calls account for about half of Peloton’s total volume, some 20,000 tickets each month. The other half is split evenly between email and live chat. By providing support through Zendesk’s omnichannel solution, Peloton is able to meet its members in whatever channel they prefer or is most convenient.

When it comes to key metrics, the team is laser focused on member satisfaction, Olson explained, and closely monitors CSAT and first response time, always looking for opportunities to improve. The team maintains a CSAT over 90 percent and the brand boasts a Net Promoter Score of 91.

Peloton is also a big user of the Zendesk Apps Marketplace, and the team has extended their Zendesk solution with an integration with JIRA to liaise with Peloton’s software engineers, Maestro QA for quality assurance, and the free Salesforce integration to pass leads on to the sales team. Peloton also has an award-winning iOS app, in which they optimize the Zendesk mobile layout for members to find answers to their questions.

Peloton also sells its own line of branded apparel and integrates Zendesk into its Shopify platform to help agents track what members are buying. The team is always on the lookout for new apps to integrate with Zendesk and further improve how agents interact with members, said Mundell.

“The Peloton community is incredibly engaged, so having access to as much information as we can about our members helps our team to personalize every interaction,” said Mundell.

“That’s one of the main reasons why we love Zendesk—the ease of integrating with many different platforms,” Mundell went on. “Zendesk enables us to make changes wherever they’re needed, but still keep that central interface for the agent so their job is as easy as possible.”

Mundell’s team relies on Zendesk’s reporting to drive strategy and to make ongoing refinements to support processes. By pulling in metrics from each support channel, social media, and email campaigns, they consolidate data into a single monthly report shared with the entire company so everyone knows what is most important to Peloton’s members.

“What we loved about Zendesk initially was that there were a lot of prebuilt dashboards and reports that we could refine and customize over time. They’re definitely a vital part of our day-to-day operations,” said Mundell.

In the end, personalization is always at the heart of Peloton’s support strategy. “Our goal is to provide personalized and elevated support for our members whenever they need assistance. That takes a lot of different forms,” Olson added. “Our members have high expectations, and we want to ensure that our support consistently meets or exceeds those expectations.”

“Zendesk followed us through our growth and, as our needs changed, it’s enabled us to change quickly.”

– Laura MundellDirector of Member Support