Starting a club for your customers is an excellent way to maintain great service while collecting information from your customers about what you are doing well and what areas you need to keep working on.
A VIP club can take many shapes and forms, but I feel that it's particularly appropriate to any business that deals directly with the general public and has sizeable and regular customer base. Take a hairdresser and beautician, for example. By having a VIP club, they can offer their best customers special incentives to visit the business more often. They can introduce new products and services to their VIPs at special information nights and seminars; this will not only increase sales, but will also make these customers feel that they are an active part of the organization.
I believe that a club like this needs to be developed for the right reasons - namely, to increase the level of service offered to your customers. However, the club concept can be developed to encompass many other areas of your business and is limited only by your imagination. It's a great way to spread information, to increase awareness about your business and the products that you sell, to introduce the people working in your business, and so on.
The more effort you put into your club, the better the results will be. You may find that some of your most loyal customers will want to be actively involved in assisting with the running of your club. If they do - great. Welcome them with open arms.