It's not always removing touch points or rem ving steps. It can sometimes be adding steps that reduce the friction. So i tell our consumer customer success team, why did this customer buyer use our serviceor product? Like, what were they trying to gain? We like to look at that. And whenever we do have an upset customers, and it is a miscommunication, where could we have corrected that earlier? Could we have put it in some of the automated emals? Was it in our marketing messaging?