Try putting these customizations in a Global Template.
Such a template can hold macros, keyboard shortcuts, QAT Buttons and Building Blocks should be together in one template. This makes the customizations very easily shared or moved.

The Normal template is the default storage location for recorded macros and keyboard shortcuts, but that is neither the only nor the best storage location.

Resources:

• Global Templates (Templates in Microsoft Word - one of the Tutorials in the Intermediate Users Guide to Microsoft Word)
• Startup Folder
• Assigning Keyboard Shortcuts in Microsoft Word 2007-2024 (365)
• Organizing your macros by Beth Melton, Word MVP
• Install/Employ VBA Procedures (Macros) by Greg Maxey
• Modifying the Quick Access Toolbar (QAT) in Microsoft Word
• Where can Building Blocks be stored?

You want your macros and any trigger for them (QAT Button / keyboard shortcut) stored in the same template. Likewise and Building Blocks and macros/keyboard shortcuts that use them. You can have multiple global templates, each essentially handing a single purpose.

Take a look at my free Add-Ins on my Downloads page for examples.

Add-Ins

I've been on Word help forums/newsgroups for more than 40 years. There are persistant questions about "What happend to my macros?" or "What happened to my Normal.dot[m]?" Things (bad things) seem to happen to that base template. If you are going to keep your customizations there, make backups!

Backup Normal.dotm template using a macro

The Import/Export button to which you refer is about Ribbon Customizations created using through the user interface. While this is important, it has nothing to do with macros.
Further, it is a blunt instrument.


See Customize the Office Ribbon (It doesn't take rocket science) by Greg Maxey


Building Blocks are a key helper in Word. Do not ignore them. The default storage location for these (other than Autotext) is a separate template from the Normal.dotm template: Building Blocks.dotx. I would argue for placing these in a different Global template as well.

Resources:

• Moving (Sharing) Customizations in Microsoft Word
• Word 2007 & Later Key Data File Locations

This is specifically meant for Charles Kenyon, but anyone's answer would be welcome


Your (CK's) reply in red:
The default is to save shortcuts in your Normal Template.
My preference is to store them (and many other customizations including macros) in one or more separate Global Templates.\


I don't want to store anything in Normal. It seems to get corrupted on a regular basis, probably some fault of mine, no doubt. I don't know how to "STORE them (and many other custimizations inclduing macros) in one or more separate Global Templates"
It's the STORAGE operation that I don't get (can't do, don't know how to do)
I already have a separate global template called rixtemplate.dotm. In order to store customizations in rixtemplate.dotm, do I simply LoAD the file into Word and then "do something" to attach my macros and customizations to that template?" My macros already seem to be in that file but my customizations (e.g. Alt-e to move cursor to end of line, and many others, etc.) are apparently not. I seem to be getting further and further into the weeds with this.


another way of putting this: I want to take all the macros and custimization of keys that current work great in my journal file and attach/deposit/weld them onto other files on which I am working too. How do I do this??