Is running becoming a mainstream crisis resolution? Surprisingly, yes. This was evident when hopeful participants checked their emails in March 2024, hoping for an acceptance to run the 26.2 miles of the New York City Marathon. The New York Road Runners Organization, which orchestrates this massive event, saw a surge in applications, making entry as competitive as getting into some of the top universities. The acceptance rate dropped by 4% from the previous year.
But there’s a twist to getting into the marathon that brilliantly highlights customer centricity.
The concept of customer centricity can be complex, but I align with Peter Fader’s interpretation, which boils down to this: companies should create remarkable experiences for their most passionate customers. Not everyone needs the same experience, but those who truly love and advocate for your brand deserve something extraordinary. The New York Road Runners Organization exemplifies this by not only offering lifetime entry to those who complete the race 15 times (affectionately known as Streakers) but also celebrating them publicly by listing their names and achievements on their website.
Here’s what businesses can learn from this:
- Make It Premium: For Streakers, bypassing the lottery system is a coveted perk. They enjoy personalized experiences, such as special transportation and VIP treatment before and after the race.
- Make It Personal: By giving a unique identity to their loyal marathoners, the NYRR fosters a strong community bond among participants, enhancing their engagement and loyalty.
- Make It Public: Recognition goes a long way. Public acknowledgment of the Streakers’ dedication not only celebrates their achievements but also motivates others to aspire to this status.
In many industries, top customers are typically those who spend the most. However, the NYRR’s approach shifts the focus from mere expenditure to lifetime value—considering factors like retention, repeat purchases, and advocacy, all of which are quantifiable and crucial for long-term success.
Let’s take inspiration from the NYRR and reflect on our own practices. Who are your most dedicated customers, and how can you make their experiences more premium, personal, and public? Doing (awe)some things for (awe)some people not only nurtures a loyal customer base but also drives your business forward.
At Vetcelerator, we embody this philosophy by ensuring that every interaction with our clients, whether through cutting-edge veterinary service solutions or personalized support, is impactful and tailored to their needs. We’re not just a service provider; we’re your partner in success, helping you manage and grow your veterinary practice effectively. Learn more about how Vetcelerator can empower your practice today.
