Have you ever come across a company that has successfully managed to create a strong connection with their customer from their first visit?

Spotify, the music application is a good example for this. They have become a world leading brand amongst the music industry and continue to grow with new subscribers every day. This application has both paying and non-paying subscribers, hence why it is so popular. The advantage of being a paid customer is that you do not have to listen to ads, you can skip as many songs as you like, and you can play music online. None the less, as a non-paying customer you still get to experience listening to all different type of music on the go.

This application is so popular because it focuses on helping others discover new content. It will adjust the suggested playlist according to your music taste, or your current mood whilst at the same time marketing similar music genres or songs that each individual user might enjoy. By catering specifically to each user, the application has been highly successful, because customers always enjoy a more personalised approach over a more generic marketing strategy.

By using this personalised approach Spotify managed to engage with each user on a more personal level, because according to the users listening algorithm, they create personalised playlists such as the Release Radar and Discover weekly. This strategy allows the company to gain subscribers and obtain users details, which is a large step in the customer journey.