Softex is an IT company specialising in IT support of a specialised commercial finance programme. Users of the of the programme access the help centre for support. The company benefits from positive interactions here in that existing users of the software are more likely to continue or upgrade their premium (paid for) versions of the software, while users of the freeware version are more likely to upgrade to the premium version. These benefits improve both Customer Lifetime Value (CLTV) and market share. (Softex is able to measure market share accurately as the number of licences issues are in the public domain) The help centre uses a variety of contact tools, from voice calls to a messaging app to remote access for more challenging issues. At the end of each interaction (or ticket) , customers are routed to a single satisfaction measure . Satisfaction is measured on a 0-10 scale and completion takes less than a few seconds. Softex invests in Employee technical training at a cost of R1500 per employee. Using three months of contact data, the effects of this training are modelled and employees are grouped into three groups according to the following outcomes: % of tickets Satisfaction rating Conversion rate CLTV Increase Group 1 50 8-10 18% 8% Group 2 30 5-7 7% 5% Group 3 20 below 5 1% -1% If 100 potential customers using the freeware access the call centre , what would be the predicted increase in the number of new customers that convert to the Premium version