The final phase, [[grow customers]], focuses on increasing the value derived from existing customers who have been successfully acquired and retained. This involves strategies to sell more products or services to the current customer base, recognizing that this is often cheaper and easier than constantly acquiring new customers. Smart companies understand the leverage gained by growing revenue from their existing, loyal customers.   Several tactics can be employed to grow customer value. [[un-bundling|Un-bundling]] involves breaking down a product or service into smaller components that can be sold separately, potentially increasing the average selling price or facilitating a [[freemium model]] where basic features are free, and advanced ones are paid. [[up-selling|Up-selling]] encourages customers to purchase a higher-end, more expensive version of a product or service (e.g., moving from 'good' to 'better' or 'best' models). [[cross-selling|Cross-selling]] involves offering complementary or adjacent products or services to customers based on their current purchases.   [[referrals|Referral]] programs also play a role in the [[grow customers]] phase, turning satisfied existing customers into advocates who bring in new customers, often incentivized by discounts or rewards. This taps into the power of word-of-mouth and can create a [[viral loop]] that fuels further acquisition. These strategies—un-bundling, up-selling, cross-selling, and referrals—aim to maximize the revenue generated from each customer over their entire relationship with the company. Back to: [[How Will You Gain and Keep Customers?]]