Yes, you're absolutely right.
There are a couple of things. One is that EDC already enjoys--and we measured this--fairly high brand awareness. So the general awareness of EDC as it relates to trade, finance, or trade-related matters is very good. When we start to test the knowledge, particularly of the medium and smaller end, as to what the product base of EDC is and what you can do with the products, we're not as satisfied with the knowledge there. So we are going to continue to build in that area.
Now, part of that is through various forms of education, whether it's advertising or through a trade education from the Forum for International Trade Training, which is something EDC has been a strong sponsor of, which is clearly training new or burgeoning exporters on EDC products as it relates to their trade activity. I mentioned working through the banks as a very important delivery channel, not just for our products but actually for designing products that are operating on a risk-sharing basis with the banks. I mentioned as well the change we've made internally, which is not only to put more into the business development area but to become less product-siloed within the organization, but rather, to face the customer with the full array of products, so that they can see in many cases that although they're familiar with one product, actually other products could be brought to bear that would be beneficial to them.
An interesting statistic is that of EDC's customer base. Before we started the integration project, fewer than 4% used more than one EDC product. We specifically targeted these changes to increase the multi-product usage EDC has. And we're beginning to see that. We've increased that to close to 6% this year, and our target is to take that much higher. So that's also getting at that issue of knowing EDC by one product but not realizing it could do other things, things that would be very beneficial to their overall business operation.