Enrichment revenue streams
There is real strategic value of enrichment revenue streams - those additional offerings designed not to acquire new customers, but to deepen the relationship with existing ones. These should not be just upsells or cross-sells; they should be curated experiences, tools, or services that enhance the customer’s journey after the initial sale.
What makes these offerings so powerful is their dual function:
They enhance the customer relationship by increasing engagement, satisfaction, and perceived value.
They grow the relationship by increasing lifetime value in a way that feels organic and earned.
There’s something elegant about reserving these enrichments exclusively for current customers. It creates a sense of privilege and belonging—like being part of an inner circle. This exclusivity can foster loyalty, reduce churn, and even turn customers into advocates.
The key is to ensure these offerings are not just simple revenue generators; they must be designed to amplify the value that is already being provided as part of the core service, they must be optional, and they must be designed with all the same customer-centric principles as the core service.
When done right, they become a protective moat around the customer relationship and a meaningful source of sustainable growth.