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Your relationship with your club member is built around many small interactions that when added together create trust in your brand. To truly service a member “one to one”, you ideally need to have one, rich customer profi le across all of your departments and touch-points. Today’s member may prefer to engage in diff erent ways--either face-to-face or by phone, web, email, mobile or even via facebook. It starts with a guest-centric foundation and it must always end with a delighted member.