[Music] you know wherever you are in your journey of building customer experience whether it already exists whether you're looking at it from kind of a you know from scratch perspective always start with the outcome you are looking to drive right start with your customers first and then start to reverse engineer what you can build to ensure you're meeting the needs of the customer because if you start with the customer first you're going to build a platform of customer experience and insights that's really going to matter to your business right the people inside of your company want to hear from the customer they want to do right by the customer and really start by kind of building from that outcomes focused perspective and you'll build a very comprehensive CX in looking at that