We explore improving CX at a large-scale non-profit, specifically at the YMCA (The Y). I chat with Bob Thomas, the first chief experience officer at The Y, who serves the Greater Minneapolis St. Paul area. The Y is a leading nonprofit organization for youth development, healthy living, and social responsibility. Bob and I chat about his role and the work that he had to do in an organization that didn't have a CX team or any CX experience. He shares that despite this, The Y did a good job communicating that being a CXO would be a strong mission-focused role, which was something that was very important to him. Bob shares some of the strategic approaches that he and his team took to improve operations and culture on the path to creating a better total experience.