And if you could just tell us what is the role of customer experience in the business? And you said you were moving away from just focusing on products to focusing on the more holistic experience.

Yeah, it's very, very basic considerations.

And I would say like the market is increasingly more competitive, really way more since some years now.

We end the business in more than 70 years.

And I would say the past 10 years have been way more challenging.

So integrating way more the customers in our approach, in what we are doing consistently, is really something which will...

I don't want to save us, but which will really enable us to take a leadership position.

And in terms of CX, how do you know when it's successful? How are you measuring success and proving to the business that the way you've set up the teams, the way that you're operating globally, regionally, locally, how do you know it's working?