Yes, profoundly true and sadly profoundly not understood by most. Levers can be pulled for near term quantitative gains at the expense of long term qualitative experience. ERP systems and the like largely measure the quantitative, all things pegged to the almighty dollar. Most orgs have no such system or competency (with the exception of siloed martech systems) for measuring the qualitative. And the customer journey isn’t set up in such a way to reliably and consistently throw off the needed data in the first place. I’ve been preaching that orgs looking for true longevity need to make measuring experiences and sentiment a core competency, so the qualitative impact of levers being pulled can be measured and reported on in realtime, allowing short sighted decisions to be backtracked, and ideally, long term, putting functional guard rails in place that prevent those decisions from being made in the first place.