Fitbit Drives Customer Engagement, CX Via Ongoing Innovation

Fitbit CEO James Park is very proud of the ongoing innovation at his company, something that drives customer engagement and customer experience. He offered some specific examples of how the device is a potentially critical piece of technology during Wednesday’s first-quarter earnings call.

“Fitbit devices are changing lives and, in some cases, saving lives to the power of data, inspiration, and guidance,” Park said, according to Seeking Alpha. “Recently, Fast Company Magazine highlighted the amazing transformation of an individual in one of our corporate wellness program. Brett Broviak participated in the Indiana University Health program, and shared with Fast Company how he was borderline diabetic with high cholesterol and blood sugar levels when he joined the wellness program in 2014. He quickly became a star of the program walking 1 million steps in a single month which is 30,000 steps a day eventually losing 30 pounds and lowering his cholesterol to normal levels after also changing his diet and becoming more active.”

Last month a story was published in the medical journal, Analyst of Emergency Medicine, that noted the case a 42-year-old man who was in an emergency room with newly diagnosed atrial fibrillation of unknown duration.
“The patient showed up at the ER after a grand mal seizure, confused and unaware that his heart was in trouble, when trouble began,” Park said. “Doctors noticed he was wearing a Fitpit and, with the patient’s permission, used heart rate data from the patient’s Fitbit app. They quickly determined when the arrhythmia started and help decide the best course of treatment needed to get his heart beat under control. While I would like to emphasize that Fitbit’s current products are not medical devices and do not themselves diagnose or treat medical conditions, we hear those stories regularly. They show the potential and power of the devices and software and point the way to future where Fitbit becomes an even more essential part of people’s lives.”
Creating the future starts with innovation, Park added.

“I believe Fitbit has had an incredible and consistent track record of creating and launching innovative devices and software that people love,” he said. “I count 11 successful products that we’ve launched since we started the company over nine years ago. The original Fitbit Tracker, which essentially created the entire category; the Fitbit Ultra, Zip, One, Aria, Flex, Charge, Charge HR, Surge, and most recently, Blaze and Alta. Over nine years of creating and leading this category, we’ve gained a deep and proprietary understanding of the market and our customers. “

A significant portion of the Fitbit experience is the ability to compete and connect with friends and family across a variety of health and fitness metrics.

“Due to our breadth of users, people are more likely to buy Fitbit device because our friends and family are already likely to be Fitbit owners and less likely to leave to a competitor due to the same dynamics,” Park said. “As a corroborating example of the power community, the consumer technology association recently published results of a new survey of technology adoption in U.S. homes. One of the key finds was that 44% of consumers’ said that friend or family member positively influenced their decision to purchase a fitness tracker. You will recall that at year-end the average number of friends or active users had increased 53% over the course of 2015 to 7.5 from 4.9 in 2014.”

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