April's issue provides resources, tools and opportunities for building an engaging, memorable customer experience. Reflect on the characteristics that exemplify a great customer experience for you. Is it the way the company made you feel? Is it the pleasantness of the staff, the welcoming feeling of the facility, the ease of accessing the service, or the way you felt when the experience ended? Perhaps it was having your needs met at a fair price. Regardless of the sensation, likely the experience you had was cultivated ultimately by someone or a group of people who desired to provide excellence, who chose to put their needs aside and prioritize another’s experience, and who felt it important to create a brand of which they were proud.