No se ejecuta mi store procedure

Hola

Estoy diseñando una pagina de asp con visual basic con una rutina en la cual intento ejecutar un store procedure. EL error es que al momento de hacer el llamado al store procedure me indica que los datos se han agregado sin embargo este no se refleja en la base de datos. Ya ejecute el store procedures desde sql server y no tiene problema alguno. Les envio mi codigo.

My store procedure:

ALTER PROCEDURE [dbo].[CUSTADD]
@Customer nvarchar(50)
AS 
BEGIN
INSERT INTO [dbo].[TBL_Customer]
([Customer])
VALUES
(@Customer)
SET IDENTITY_INSERT dbo.TBL_Customer ON
END
BEGIN
SELECT * FROM TBL_Customer
ORDER BY Cust_Id
END

My Rutina de ejecicion:

Protected Sub btnSndCust_Click(sender As Object, e As EventArgs) Handles btnSndCust.Click
        Dim AddSql As String
        Try
            'Check if the new customer values not have empty or have a mismatch value
            If txtNewCust.Text = Nothing Then
                txtCustRes.Text = "The field CUSTOMER is empty please add a value"
                Label1.Visible = False
                txtNewCust.Visible = False
                btnSndCust.Visible = False
                Exit Sub
            Else
                'search if the customer exists
                AddSql = "SELECT * FROM TBL_Customer WHERE Customer = '" & txtNewCust.Text.ToUpper & "'"
                sqlcmd = New SqlCommand(AddSql)
                sqlcmd.Connection = sqlconn
                sqlcmd.CommandType = CommandType.Text
                sqladap = New SqlDataAdapter(sqlcmd)
                sqladap.SelectCommand.CommandTimeout = 300
                sqlds = New DataSet
                'fill the dataset
                sqladap.Fill(sqlds)
                'close connection
                sqlconn.Close()
                'Check if customer exists on the dataset
                For Each dr As DataRow In sqlds.Tables(0).Rows
                    'if customer is found
                    If dr("Customer").Equals(txtNewCust.Text.ToUpper) Then
                        'confirm the record founded and exit process
                        txtCustRes.Text = "The customer is found, please add a new customer"
                        Label1.Visible = False
                        txtNewCust.Visible = False
                        btnSndCust.Visible = False
                        Exit Sub
                    End If
                Next
                'If not exist add the new customer
                Call NewCust()
            End If
        Catch ex As Exception
            'for errors
            txtCustRes.Visible = True
            txtCustRes.Text = "Error : " & ex.Message & "-" & ex.Source
        Finally
            sqlconn.Close()
        End Try
    End Sub
    Private Sub NewCust()
        Try
            'Call the stored procedure
            sqlcmd = New SqlCommand("CUSTADD")
            sqlcmd.Connection = sqlconn
            sqlcmd.CommandType = CommandType.StoredProcedure
            sqlcmd.Parameters.Add("@Customer", SqlDbType.NVarChar).Value = txtNewCust.Text.ToString
            sqladap = New SqlDataAdapter(sqlcmd)
            sqladap.SelectCommand.CommandTimeout = 300
            sqlconn.Close()
            'confirm the new customer and reload the gridview
            txtCustRes.Visible = True
            txtCustRes.Text = "New Customer data created"
            'Reload gridview
            Call loadCust()
        Catch ex As Exception
            'for errors
            txtCustRes.Visible = True
            txtCustRes.Text = "Error : " & ex.Message & "-" & ex.Source
        Finally
            sqlconn.Close()
        End Try
    End Sub