Many associations offer excellent customer service. Customer service is different than member experience. Customer service is often passive in that it is only activated when members take the initiative to reach out to you.
Member experience, on the other hand, is more pervasive. Members have an experience every time they interact with the association. There’s an experience delivered in each email you send. They have an experience the moment they arrive at your home page. Walking up to the registration table is an experience. With every one of a hundred possible touches members have with the association, they are cataloging experiences.
Yes, continue to perfect customer service and set your sights wider to create better member experiences all over your association.