feat: use custom exceptions for recording errors

[navinkarkera]

Description: In the past, we used generic exceptions to record errors to New Relic. This creates custom exceptions for producing and consuming so that we can query New Relic on custom exceptions instead of relying on log messages.

Related links:

• feat: Use custom exceptions for recording errors. event-bus-kafka#193
• Increase resiliency of logging alerts edx/edx-arch-experiments#389

Merge checklist:

• All reviewers approved
• CI build is green
• Version bumped
• Changelog record added
• Documentation updated (not only docstrings)
• Commits are squashed

Post merge:

• Create a tag
• Check new version is pushed to PyPI after tag-triggered build is
  finished.
• Delete working branch (if not needed anymore)

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[bmtcril]

LGTM!

[mphilbrick211]

@bmtcril - hi there! Is this something you can merge?

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