Good customer service, in its simplest definition, is serving members in unexpected and extraordinary ways, in addition to “typical” member service. One way that FitClub South in Springfield, Ill., serves its members is through a partnership program with local businesses. This partnership offers members discounts on products and services in the community.

Upon joining FitClub, members have the option to buy a “key tag” for $10. This key tag allows members to purchase products and services at a discount at participating businesses. Businesses are identified by FitClub stickers, which are applied to their doors in the same manner that credit card stickers are displayed, explains Program Coordinator Lisa Godfrey. More than 50 businesses participate in the program, including restaurants, travel companies, car dealerships and carpet cleaning companies. “Surveys of membership indicate high levels of satisfaction with the Added Value Program,” says Godfrey.

And it’s not only the members who are satisfied. FitClub receives free promotional products from these companies for events. Explains Godfrey, “Vendors participate in club events, providing free products and services while promoting their business [to our members.]” Twice a year, each vendor provides gift certificates valued at $50 or more to be used in club events, retention programs and contest giveaways. “These donations help offset the cost of promotion,” says Godfrey. Each vendor also participates in open houses and community service events, and provides free gift drawings, food or demonstrations. This “decreases costs for the club, and enhances each event’s entertainment value,” Godfrey explains.

Another benefit to the club, which is a bit more subtle, is branding. Members use the keytag outside the club, which “increases name recognition and validation at no cost to the club,” says Godfrey. Finally, FitClub also makes a profit, to the tune of $21,000 annually, from the sale of the key tags.

In addition to members and the fitness center, participating vendors also have something to gain from FitClub’s Added Value Program. As a benefit to vendors, FitClub provides low-cost advertising within the club and its publications. Vendors have also reported increased sales due to the program.

Says Godfrey, “The program has reached a level whereby local businesses now solicit the club for participation.”

The biggest concern with this program was making sure vendors delivered the services advertised, and communicated any changes, Godfrey says. To keep the program running smoothly, a contract was signed that specified the business arrangement between the club, its members and participating vendors. “The use of the contract greatly eliminates any miscommunication or misunderstanding,” Godfrey explains. “Vendors are contacted regularly to monitor program satisfaction levels, and to ensure participation in future years.”

FitClub’s Added Value Program not only benefits the club, but it also serves the community as a whole by bringing customers to local businesses, and it serves its members with an “added value” to their memberships.