Columns like this written at year’s-end are often used to provide readers with a list of accomplishments over the previous months. Although we’ve done a lot to be proud of – and I will talk briefly about a few notable things – I want to use this space to tell you about an overarching initiative that will be at the foundation of all our member service efforts going forward.

Even if you’re not aware of “customer experience” as a distinct discipline, you’ve certainly been on the receiving end of either good or bad customer experiences. Shopping at amazon.com might be the gold standard for a good customer experience. And if you’ve ever had the pleasure of drawing a brand new Apple device from its box, then being up and running on it in a matter of seconds, you’ve been...

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