Sales and Marketing Pioneer, Investor, Technology Champion, Philanthropist and Leadership Mentor

Subhakar Rao Surapaneni Biography

Subhakar Rao’s career has mirrored his five main professional passions: Leadership mentoring,  Sales & Marketing Education, Philanthropy, Technology and Entrepreneurial investments. In each, he has been uniquely successful in creating value whether measured in champions and leaders created(Sales &Marketing magazine called him “The Man Who pioneered Marketing Outsourcing industry using Technology”), inspired students and jobs created. From 1993, he supported numerous companies that created thousands of jobs. His philanthropy began in the 1990s and paralleled his business career. In 1995, he co-founded the Surapaneni Foundation centered around charitable activities and setting up Educational Institutions. He also heads SMEI, a Sales & Marketing -based think tank in India that works to improving global sales and marketing initiatives; and Champions Trust & Charitable Foundation  along with the Surapaneni Educational Academy & Champions Lifelong Learning Society . He also heads up the Champions Capital Group, an entrepreneurial capital investment organization. A Top BITS, Pilani graduate in Computer science, Surapaneni completed his M.S. at the Wayne State University, USA & has numerous honorary certifications & degrees.

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Named one of the “100 Most Influential Global Sales & Marketing Technology Leaders” by Marketing Times, Subhakar Rao is inching towards celebrating two decades of driving global business change. It was in 1993, two years after Surapaneni began his Masters in Wayne State University that the entrepreneurial bug caught him. That was when he began a search for Technology and IT solutions that played a large a role in his life as his better-known innovations in sales & marketing outsourcing. Nearly 12 years after he began parallel careers in philanthropy and IT, Surapaneni started Champions Trust & Charitable Foundation, a think tank – or as some call it, an “action tank” – dedicated to accelerating funding for poor and their education. Based in Bangalore,India, evaluating the entire education process, engaging people, teachers and organizations, and proposing economic incentives and regulatory efficiencies to accelerate scientific discovery. Through broad range of charitable activities the focus is centered on kids, housing for the poor and senior citizens.

A decade earlier, Surapaneni founded the Surapaneni Educational Foundation that made investments and grants to create QIS College of Engineering and later expanded to other  business college and schools. In 1998, Surapaneni formalized his previous education oriented philanthropy by co-founding the Surapaneni Educational Academy and in the next decade the Champions Lifelong Learning Society  which has contributed to improving education. These institutions are also involved with and donating several hundred computers and helping numerous educational institutions including School, Engineering College & Bachelors Colleges. Now in its 10th year, the Foundation has worked closely with giving out to more than 100 schools and educational institutions. Over the past decade, he has supported extensive programs in such areas as physically challenged job creations, assistance to families of children in low income groups, youth programs and worldwide research on online communication techniques enabling a greener world. He established an acclaimed program, the Educator Awards, in 1999 and is now a serious recognition program after a decade operating in partnership with various schools. Dubbed the “Oscars of Teaching”, it has awarded approximately to honor hundreds of teachers and principals.

Surapaneni is also founder of the widely respected SMEI, a non – profit, sales & marketing think tank in India that seeks to create a more educated responsible sales & marketing force, more thoughtful deal making, and improved job creation. SMEI research areas include global capital markets, regional and demographic studies, human capital and job creation, access to capital, intellectual property studies, and enhanced understanding of economic issues. Institute scholars have held dozens of major conferences and published hundreds of influential books, monographs and research reports. More than 10,000 thought leaders and decision makers from nearly 30 nations are now members of this global forum and the summit’s are attended by delegates from across the world.

SMEI Conferences are  ”must-attend events for companies on the leading edge of sales and marketing innovation”. He has been instrumental in bringing Numerous top trainers like  Barry Trailer, Willis Turner, Lesley Everett, Harry Beckwith etc who have addressed sessions and supported initiatives involving bringing Stephen Covey, Neil Rackham, Brian Tracy etc attended by others.

As a Investor and Incubation champion, Surapaneni’s skills are in making organizations more efficient, dynamic and democratic by innovating a wide range of organic growth  techniques previously unused by most companies. This financed much of the early growth of IT outsourcing and Marketing outsourcing industries. “Subhakar Rao is a formidable innovator and we’ll all from the Outsourcing Industry will be in his debt for a long time following his footsteps regards setting up Global Business cost effectively.”

“Mr. Surapaneni’s contribution to the explosive economic growth experienced by the Marketing and Technology Outsourcing Industry in the past 18 years is one of the greatest achievements of modern global entrepreneurs.”

His most important work was training and creating numerous Marketing and IT entrepreneurs who launched these ideas for building companies that became engines of marketing outsourcing industry. Based on his initiatives, Surapaneni was determined to focus, first, on cash flow rather than reported earnings; and second, to consider human capital part from India and across the world a part of the balance sheet. This was in a decade when Outsourcing was in its nascence stage and it was assumed by those who are biased that Indians are replacing American jobs.

In 1997, the US immigration/customs department charged him with visa paperwork/ reporting violations in a case that continues to engender controversy. He admitted conduct that resulted – during a brief period in his 18+ years in Outsourcing world – to plea on a single count of violation. Although such conduct had never before (or since) been prosecuted – a fact rarely mentioned in sensationalized web reports – he resolved the case without a trial to prevent further impact on his family. After paying $450,000, he resumed his philanthropic and entrepreneurial work and moved base to India as he no longer wanted to be part of unproductive litigation.

Surapaneni and his partners created what is today a major part of the structure of Marketing Technology Outsourcing firms based on their innovations in the 1990’s and early 2000’s. These innovations – now taken for granted and followed by numerous marketing outsourcing outfits – powered job growth in India and are now helping grow firms around the world.

Surapaneni graduated from St. Johns High School as topper in the CBSE Exams and a gold medal winner,  A summa cum laude graduate of the Loyola College where again he topped the charts, He went on to pursue a B.E in Computer Science at the prestigious BITS, Pilani rated among the Top 5 Engineering institutes in India. He graduated ahead of the rest of his class and was the one chosen by BITS to send to USA for a Internship program.  He also has a Masters Degree from Wayne State University, USA. He has received honorary certificates and degrees from business and marketing schools; he teaches frequently about leadership and marketing management issues; and is a widely sought after speaker.

Editors/Reporters: Please read this note before publishing articles about Subhakar Rao Surapaneni.

Memorial Obituaries are going Online. Are Funeral Homes ready with “Lifetime Digital Legacy Marketing Packages” ?

Last week, I was busy with my Mom’s One year Death ceremony rituals when I got a call from this Sales Rep at a local newspaper firm. He said he happened to have seen the Memorial Obituary we placed in another news paper and had an offer for me. This got me thinking of what offer he could have for a Grieving family?  I was surprised regards to this sales savvy individual’s pursuit but was pleased once I learnt of what he had on offer.

This enthusiast sales exec first offered one more Obituary in his competing Newspaper and to top it was actually upselling a Website with a neat Layout to Rest in Peace my Mom’s memories and Photos all for less than $60/year. This included the domain registration and hosting as well.  Heck, I couldn’t beat the deal despite having hundreds of staff and Tera bytes of Bandwidth in-house. He even guaranteed Lifetime uptime!! Not sure whose lifetime, but what the heck at $60/year including website design, hosting and maintenance, I didn’t want to bargain.

My mother taught me that “The Real Pride of a son being born for the Parents is not when he is born,but when people recognize his achievements in Public & Praise the parents”. I couldn’t get all that recognition in her lifetime nor the praise she deserved, but I did take this up to honor parents of our top champions since the last year as a tribute to her. I am glad each month when we have these Champion Parent Recognition awards ceremony, her Legacy is carried out with each Parent regonition. I can’t forget the beaming smile which doesn’t leave each Champion Parents face during the recognition event while they are being honoured for their kids achievement. This Parents pride is carried on later via Digital Photos and a Website citing recognition of their Champion Son/Daughter’s accomplishments.

I guess we can’t expect our Loved ones who parted to rest in peace at their grave with these Websites and Online Photo/Video memorials being created. But, Hey we know the future of digital online preservation is here and this a great way to cherish memories of loved ones for another life time. So, I am not complaining anymore with Digitization and Online momentum all around.

Socrates said “Be of good cheer about death and know this as a truth- that no evil can happen to a good man, either in life or after death”.  As long as there are no mysterious Twitter Feeds from my Mom, I am ok with all of this. I believe this is the Digital Preservation package God has sent us to preserve the memories of our loved ones. Here’s a toast to all those Resting in Peace& their Kin who have deployed Websites to  keep their memories alive for another life time.

It’s time Funeral Homes & Cemeteries get ready with offering “LifeTime Digital Online Legacy Packages” to preserve memories and legacy of loved ones along with offering Caskets and a Place to Rest in Peace..

Ringing in the Newyear has Gone Digital. 2010 will send all Marketers back to school

Ringing in the Newyear at Gatecrasher with Top World DJ’s Roger Shah and Claudia Cazacu yesterday, I saw the reality of new age Digital Marketing in action.

Event Marketing to Artist Positioning is all primarily Online now. For instance a search for Roger Shah on the Web first pulls his website, then his Myspace, WikiPedia and Facebook account links. Roger is Phenomenal on stage but so is he online as well and I am sure that is helping him become all the more popular. He has his music available online through his website. He has the detail of his tours and samples from his gigs available online for his fans. Talking to him about Online Marketing and expanding it, I realized He has a Online Marketing manager, He has a Professional team to position him worldwide and He is always looking for more local teams to help him position locally in each country.

On a similar note, a search for Claudia brings up at the top her Facebook, Myspace and Twitter account. Website or no Website – Social media sites like Facebook and Twitter are here to stay and Marketers better learn these new tools to position themself. If Artists are doing a better job than most companies at positioning, it speaks for B2B marketers world over to get back to school and now before it is too late.

Your Competition is already Positioning itself online. They have taken their marketing Digital and 2010 will see you need to do the same.. Else, you are in for trouble or you will go under in 2010 – The choice is yours. Good Luck and God Speed with Digital and Social media marketing mix in 2010.

Reality Marketing via Print is Dead. Long Live Social Media Marketing!!

I came back from the World Brand Congress Conference last week with the definitive thought that Print Media, Newspapers and Magazines better brace them self for another rude shocker in the years ahead. 2010 will see the evolution of your brand via Social Media and Online marketing. You are going to see a serious move towards Marketing via sites like Youtube, Twitter, Facebook, LinkedIn, Myspace, Flickr, Wikipedia, Digg, Blogger, WordPress etc.

Real estate sector in particular is going to see a vast change in marketing strategies. Today, The primary focus of Reality Marketing is via newspapers and magazines, which is a terrible waste. Our Sunday paper has over a third of it full of unread classifieds. This terrible waste of marketing spend along with cutting of trees to print has to stop & Marketers need to Go Green to get their best returns.

The property you are trying to market has to start  showing up in local web searches and online with 360 degree web based  tours, sale/rent comparison and comprehensive details of the property. New Age Online Positioning of your real estate property or product is imperative to survive with video tours and 360 degree walk-throughs. Property Listings online, Recent sales comparables & sites like craigslist that let you publish your property details online for free are making the newspaper classifieds worthless.

Magazines and Newspapers with stale information from a week ago or month ago are a thing of the past. The omnipresent nature of social media with it’s ever accessible nature is going to make Property  and Reality Product Marketing sizzle online. An NAR survey sponsored by the Gooder Group found that 74% of people shopping for a real estate professional go with the first one they call. That means if you earn that first call from a prospect, you have a 74% chance of turning them into a client.

You’re not selling an inexpensive toaster. You’re selling mostly a six figure or seven figure product  that will have an impact on the finances and ultimate happiness (or unhappiness) of your clients. Words on paper can sell a toaster. Words on paper cannot sell your prospects real estate.

You know the importance of web visibility, because you’ve read the statistics about buyers and sellers using the Internet to find homes and real estate. Online Positioning, can get you prospects ready for the next step they might take (in this case, responding or emailing you proactively instead of you needing to hunt the world for leads). After that first contact, there’s plenty of time to show them your ability to deliver.

Give your real estate marketing a break and move online to see your marketing ROI expectations exceeded. Lot more response locally and some from across the globe is inevitable which will hopefully tickle you. Let online marketing and social media do what it’s best at. Let it move the prospect forward in your ultimate plan. Good Luck and God Speed!!

Intelligent Voice Broadcasting and Personalized SMS – The new marketing mantras

Falling TV viewer ratings and Folding Newspaper firms is a reality we are living in and this has nothing to do with the recession. Broadly, these channels are having reduced impact and marketers are looking for more effective delivery channels like Interactive Voice Broadcasting (IVB) and Personalized SMS(Text Messaging).

Companies are now using SMS often to contact both existing clients and prospects, indeed some reports state that it is now one of the preferred methods of communication for call centre’s – it is cost effective and fast and can hit large numbers very quickly.

Recently, we deployed a Project Delivery Application which sends SMS to appropriate Business Development Managers and Project delivery managers about  project delivery milestones/alerts. We also deployed a Personalized Text Campaign solution to mobiles targeting voters by constituency for a Political party wanting to reach out one on one to all the voters in the region. Both projects had absolutely great acceptance and I can relate to numerous applications to this SMS/Text messaging channel going ahead given that it is inexpensive and delivery rates are exceptional always in the 90+% range.

IV avoids the need for lengthy conversation and can get “straight to the point” within 1 minute however, the option for a prospective customer (depending upon the criteria set) to request a call-back, thereby offering the person to have the human interaction, but allowing the company to know that the call is now both expected and welcomed. Obama Campaign used all the traits of new age marketing but missed out on this superior channel which is already adopted by politicians in countries world over.

Linking Business data to SMS and Voice systems is a very effective method of managing a direct campaign: for example. If your data contains information that a Equipment Service contract expires on a certain date then a simple SMS message to the equipment owner advising and offering a service appointment may be seen as a godsend by the recipient AND has generated business for the sender when done at the right time.

Email has seen a reducing delivery graph for the last couple of years to the point where delivery rates world over are under 70%. Yet,Personalized email marketing, correctly conducted, is still a very powerful tool, which helps to build strong one-to-one relationships with customers, and for many successful companies it is now regarded as an essential marketing tool forming a fundamental part of the overall strategy.

I guess the silver bullets for the new marketing era ahead will be in IVB, SMS and EMAIL.. If you aren’t using some or all these channels -it’s time to shake up and wake up to the new age communication channels.

Get Ready for “SlumDog Marketing”

Forget the global downturn, the slums, the traffic jams. Monday this week dawned in India with celebration as word spread that the movie “Slumdog Millionaire” had snagged eight Oscar Academy Awards, including best picture and best director.

I would say it is time for Marketers world over to start looking at India or low cost countries and start using some real inexpensive yet effective “SlumDog Marketing Solutions” in the years ahead.

“Slumdog Millionaire” is a movie centered around a poor kid (just like 2009 marketing budgets) that goes on to become a millionaire by winning in a show on similar lines of “Who wants to be a Millionaire”. I guess, Every marketer wants to be Millionaire now and win all the way –but only sure way to do this is execute Marketing campaigns from Outsourcing capitals that can do these at less than half the cost and possibly better than your internal team.

Deriving Growth out of a “dwindled slumdog 2009 marketing budget” can push Marketers to move more budget online while getting projects executed seven seas across. Innovation in Marketing Outsourcing with capabilities to video conference and analyze performance on the other end easily make Marketing Outsourcing a long term solution..

Obama’s Push to create a sizzle in the economy and by other world leaders across the globe might take another couple of quarters to kick into action..

Sales & Marketing Key Decision makers today have a choice to be Millionaires and make our Companies billions by answering the slumdog marketer quiz without breaking the bank. Get ready for the “Three ways SlumDog Marketers ensure millions of revenues from new clients” .. Stay Tuned..

Strategic Aggressive Marketing – Quintessential for your Success in 2009

In a recession, marketing tends to be the first victim of budget cuts when, in reality, it is the most important tool a business has during this difficult time. Current economic downturn leaves many businesses wondering where they can cut costs.

Studies consistently have proven that companies that have the intelligence and guts to maintain or increase their overall marketing and advertising efforts in times of business downturns will get the market share from their timid competition.

Understand the value in marketing consistently
Marketing is an essential function to any business it is also lifeline to surviving a recession. Through marketing, your business can reach new customers and gain sales from previous customers. Therefore, marketing is an investment (not an expense).

Have the guts to be more aggressive on marketing front
Being aggressive does not mean throwing money at every marketing facet available. It is important to take a strategic approach and spend more but spend wisely. It does take guts to spend more when the outlook is gloomy but it has been proven to pay off.

Consider Marketing Outsourcing
If you are inexperienced in marketing or if you are looking to reduce fixed expenses it is best to outsource marketing to someone who is strategic, creative, and has proven results and can do it at a lower investment. These days you can outsource to countries seven seas across which can do a much effective job.

Closely Measure Results
Measure results as they are key components during hard times. Sorry magazines and print, but if you don’t offer reporting and tracking you are down in the dumps in 2009 and going forward.

Diversify Marketing Spend
It is also important to take a strategic approach when you diversify your marketing budget. For example, if you are currently investing the majority of your marketing efforts in a Pay-per-Click Campaign, You might want to segment part of it for email campaigns.

Focus on Improving Conversions
Increasing conversions is one step closer to increasing sales. Typically, increasing conversion rates from 4% to say 8% is much easier than doubling your traffic.

Good Luck and God Speed..

An injection of positive energy is just what’s needed

Everyone is getting tired of the whining about the meltdown. An injection of positive energy is just what’s needed now. Having worked through two recessions, I see that a full-blown recession is yet to happen. But is it really coming? The last one after September 11^th was really nasty with too many bankruptcies and lawsuits.

Things are going to get a hell of a lot worse or a hell of a lot better and it will all be down in the end to our mood and the steps we all take now. No government can push us out of recession and it may be that we are in it for the long haul. Anyway, Why should Governments bail out ill managed Financial and Auto firms. It is preposterous that these big fat companies which don’t share their profits are ready for government bailout at the first glimpse of trouble. I think it will only make sense for these big but not so energetic companies to fail and give opportunities for smaller firms to rise up the charts. It is of course, a free economy and the toughest should survive.

Any turnaround will only come from lots of people making small decisions. From a marketing perspective these small decisions could be pushing out a new direct mail or email campaign. But each decision needs a result and the better the results the faster things will start to change and confidence to grow. But we’ll all be demanding better. Marketers need to produce better ROI so as to encourage clients to invest more into this facet and revive their organizations.

Isn’t the time right now to get hungrier, work on getting the basics right and get great at what we’re good at? So if it’s true that recession and hard times can be the mother of invention, and much of the greatest companies have grown from tough times, it’s going to be interesting what’s going come out of B2B sales and marketing in 2009.

Tough Times Don’t Last, Intelligent organizations Do

Tough Times don’t Last, But Intelligent Organizations and Well Planned Champions Do. You can actually gain market share (may be not revenue) while others are Shrinking.

As we head in 2009, Things might look a tad bit gloomy with pink slips and pay freezes. Innovative organizations are thinking of newer ways of revenue generation as the good old things you did in 2008 will yield less than 50% of your revenue in 2009.

Together as a well planned cohesive team, Organizations should meticulously draft the 2009 charter and game plan. “Execution” and “Weekly Reviews” is going to be the key differentiator once you have the plan for 2009 drafted.

Understand the Personal Goals of your key executives and work towards assisting them with achieving those as well while they work towards ensuring the Business Goals are achieved. It is time to show we care for each associate and not just their sales/marketing goal achievement.

Here are a few quotes that I found worth sharing as you begin the journey into the 2009

“Whether you think you can or whether you think you can’t, you’re right”  (Henry Ford) -THINK YOU CAN & MAKE IT HAPPEN IN 2009

“Never worry about action, but only about inaction”  (Winston Churchill)
-START ACTION NOW IN JANUARY 2009, Don’t wait

“Great spirits have always encountered violent opposition from mediocre minds”  (Albert Einstein)
-THERE WILL BE A LOT OF NAYSAYERS & MEDICORE MINDS – YOU CAN MAKE IT HAPPEN WITH YOUR FOCUS

May this year be the best year of your life!

Happy 2009!

6 Ways you can use this Economy as an opportunity to Grow

6 Things Sales Champions and Leaders Must Do to Grow in this period of Global economic recession.

Everyone in your firm is probably wondering “How has this economy affected our business?”. “What is the company doing and what’s the action plan for 2009?”. Here are six ways you can use this Opportunity and Economy to Grow.

1) Reassure Top Champions that their jobs are safe and their bonus potential is even higher with the new plans for 2009 (even if their results may be lower). Wear your thinking hat and come up with a adrenaline charging Bonus plan for your sales champions.Praise the Sales Champions even for maintaining Status Quo. Just maintaining the previous levels of sales it self is a challenge. Overcommunicate that you have confidence in the team and world is not coming to an end.

2) Focus on existing customers :

• Selling existing products to existing clients takes 1:2 effort
• Selling new products to existing customers takes 1:4 effort

compared to

• Selling new products to new clients which takes 1:24 effort.

It is 6 times easier to sell to existing clients -even the ones who might not have been freaking tickled or happy with your previous delivery, might still want to deal with you if you proved to be a company that will address customer issues instead of running away at the first sign of trouble. “A known Devil is better than an unknown Angel”. Keep uncovering new requirements, new opportunities from existing clients and Keep your existing clients happy.

3) Focus on Qualified Prospects/Industries and introduce targeted strategies to lower the risk of buying. Industries like Food, Alcholic Beverages, Healthcare are Growing even in this economy… Can your Business services these industries?. Can your business service Globally? With advent of Voice Over IP and high speed internet, you can have a UK line at your desk tommorrow -Go conquer Europe or Asia or any other continent left!!

4) Improve People, Processes and Technology/Software. Sales will improve with better training and improved processes along with superior software/technology. It’s time to improve, Trim the fat or the bottom 10% of your workforce, but don’t cut the muscle!! Actually, Grow the muscle through Training the rest of the folks in this economy. It is time for the rest of the champions that survived the cut to improve.  I was speaking at a Conference on Sales & Marketing and one of the attendees asked “If we train our Sales folks and what if they leave”, I retorted back asking “What if you don’t train and your sales folks remain duds for life?”. Good times or Bad times, Training always pays. Invest in it now more than ever to get the best ROI.

5) Sure the Newspaper headlines screaming negative news of the economy is a cause for concern, fear and anxiety. This not the time to crawl under the desk and pray. Sales leaders have to convert this anxiety into energy for their troops. Last Monday, I had one of our top Sales Business Development Managers walk up to me and say “Have you read the news ?” .. I said Yes, and went on to say “The economic outlook looks a little gloomy”. He stopped me and reflected the fact that the recession if any has started in November 2007 last year and we really haven’t felt the pinch of it till date, now is not the time to overly get concerned. Stop Talking about the Recession!! Look at the turnaround and growth happening next year 2009.

6) Get Agressive with your Advertising and Marketing offers and Get on the offensive. It’s time to give your competitors a true run for their money while your conservative competitors are on the defensive. The Economy might take the wind of the sales a tad bit and empty our pockets, but it cannot empty our spirits. Sales Leaders need to improve their mindset, become charged up more than ever and keep the spirit of selling in your organization alive!!

Good Luck & God Speed.. Remember Luck and God always favors the hard working!!

Let’s Hug our Customer Service Teams

Recently we experienced a technology and website hiccup (felt more like a gastric bypass) that caused delays in deliveries and service for our most important clients- the ones that use us every month. To make matters worse, we had replaced our Central Project application recently which used to keep the work flow going smoothly, so all of our customer facing people was flying blind while attempting to fix mistakes, provide data, answers etc. All this happened during the time, when our sales people in particular are trying to make their month end goals- definitely not time to play.

It was during this time that I renewed my amazement with our customer service team and everyone that jumped in to help. I think the internal abilities necessary to do customer support and hunter type sales are completely opposite. Sales people that are trying to get a deal that are forced to answer product problems react with symptoms that include “pupil dilation, increased irate conversations & rapid heart rate” and become apt to shed their clothes run out the building like Forrest Gump. I personally an escalation point for some of the issues – and was about to write out a scathing email response to one of our clients that had I sent it would most likely have sparked (another) serious client issue.

Customer service is important because without customers there would not be a business. Excellent customer service results in:

• increased sales
• customers are turning their backs to businesses that do not deliver value
• increasing public image
• survival in terms of competition and tough economy like today
• satisfied customers and greater job satisfaction for staff
• repeat business and customer loyalty

 

Anyway, now that the year is almost done and you have submitted that great work of fiction known as your year end strategic report, go hug your customer service people. They will be cleaning up on all the promises you made to get that deal to drop in 2008, and if they are like our customer service team, they’ll be absorbing the abuse and serving the heck out of clients with a smile.

“Customer Satisfaction Alone is Worthless, Customer Loyalty is Priceless”

Now chalk out a plan to improve Customer Loyalty with your Customer Service team. Just Customer Satisfaction alone is Worthless if tit doesn’t result in Customer Loyalty(which is priceless)