One way to increase the value of a customer is to upsell them.
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For example, in insurance you might upsell a customer from a small life insurance value to a higher life insurance value. Alternatively, an internet service provider (ISP) might upsell a client from a small download limit plan to a higher download limit plan.
Upsell strategies are often very successful in increasing customer value because the customer is already purchasing the product, knows and trusts it.