At the Annual Conference of the American Society of Association Executives (ASAE) held earlier this month, I attended an interesting session on customer experience, or CX. The overarching theme was about making decisions that benefit customers, employees and the bottom line. Customer experience professionals believe customers form their opinions by the entirety of their interaction with an organization, meaning it is formed over time and can adapt. Ultimately, customer experience is a continual cycle of collaboration, listening, designing, delivering and then monitoring and measuring. This...