“It was very important to show where the industry is going and the services and experience that are shaping customer choices. It’s also really important to bring your customers in and let them talk. Really put the customer at the centre and listen to what they say.” " We have to anticipate what our customers will need and expect and we have to be able to make the case for longer-term solutions while we're fixing what we have. Defining and designing a clear end-state, even two years ahead, that our senior executives can sign-up to is a vital step."