So Eva, tell us how it is in

reality.

Yeah, so in Spain, the first thing, as Michael mentioned, we will need to answer the first question was who will be the responsible, the CX responsible of driving this customer experience locally.

But the first thing we did is ask ourselves, okay, if this customer-centricity thing is truly that important for our business, How do we make sure that becomes part of the way we work and not just a task, a project, an initiative that lands on someone's space, right? So that was the reason of the creation of this dedicated department called Customer Organizational Excellence that we also call CXO and that we report directly to the managing director.

So the idea was that CXO is not the department that does CX on behalf of the business, right? First of all, we believe that CX belongs to everyone.

So CXO is more the department that supports with the methodology, with the structure and with governance to try to bring the voice of the customer to the business and trying to translate this customer feedback into concrete and meaningful actions.

So another reason why we created this department is what we believe that customer centricity and operational excellence, like internal efficiency, are really deeply connected and need to evolve together.

And how do you keep that CX culture top of mind all of the time? What are some of the examples that you do there? The