Existing customers are naturally the best opportunity to grow revenues. Diversifying service commitments across different offerings provides opportunities for substitution, thereby positively influencing customer loyalty and customer lifetime value. Still, taking advantage of this opportunity is far from simple.

Doing it right requires that proper cross-sell and upsell strategies, organization, processes and technologies are in place in order to stay ahead of customers’ ever-changing needs and interests. Interactions need to be tailored to customer’s needs, contextually relevant and easy to understand so to be effective.