Assume $A$ is a nonunital C*-algebra, $B$ is a unital C*-algebra and $\phi:A \rightarrow B$ is a contractive completely map. Then $\phi$ can extend to a unital completely positive map $\bar{\phi}: \bar{A} \rightarrow B$ by the formula $$\bar{\phi} (a+\lambda1_{\bar{A}})=\phi(a)+\lambda1_{B}$$ where $\bar{A}$ denotes the unitization of $A$.
There are two quotation below:
The norm of $\bar{\phi}$ may be larger than that of $\phi$ if and only if $||\phi||<1$. I do not know how to verify, and I think oneside is easy.
If we require that $1_{\bar{A}}\longmapsto||\phi||1_{B}$, and this produces a map with the same norm as that of $\phi$? I do not know how to get $||\phi||=||\bar{\phi}||$ here.