It can generate customer delight, prevent customer exhaustion, and improve the company's ROI. Let's look at each of these benefits through three different use cases in the Customer lifecycle: Complaints Management, Customer Upsell and Customer Retention. It would also go a long way towards improving customer experience, because the company wouldn't exhaust its customer base by targeting a limited number of customers only. However, if the company were able to identify the potential churner beforehand, it could with a significantly lower retention cost prevent to customer from leaving the company, by surgically targeting high likelihood potential churners while leaving the sleeping dogs alone.