I guess from your perspective at Nice, when organizations do deploy the interactiona- analytics that Russell's been talking about, where do they maybe often get the value calculation wrong?

I think, you know, similar to what Russell said earlier, it's not going in there, you know, with a hypothesis or, you know, for what you think it's ... letting the data and the analytics give you the answer.

And I think, you know, w- we see with a lot of our customers is that changes on a week-to-week basis, and being able to have that, uh, enterprise level insight and, uh, uh, changing on a regular basis to be able to guide those business decisions like Russell mentioned, you know, whether that's a change in something we're offering to a customer or it's a change in the competitive landscape.

Being able to use that, I know that Russell does this quite a lot, is feeding that back to the business so that we can use that data to make a ... not just within the contact center and the CX experience, but there's a lot of wider benefits we see from our customers, not just in operationally, but also wider across their, um, you know, across their organization as well.

And I think that's really where we see a lot of the, um, unexpected benefits from our customers, is when they really truly adopt this.

There's a lot more wider benefits than just the operational savings, um, and customer experience as well.

Is that an area that you think a lot of other contact centers perhaps overlook when they're looking to implement this sort of technology?

100%.