There's something about being nickel and dimed when you're already a customer that is even more heart breaking than, you know, being nickled an dimed by some new customer. You have to make sure you empower your people, your sellers, your tomer service agents, your marketers,. giving them the autonomy and flexibility to do what’s right for the customer. The relationship is not just from you, the founder or the executives. It's from everybody in your organization playing a role towards delivering these compelling and meaningful experiences with customers.