For a business to succeed, it must be able to properly identify the potential customers who are most likely to purchase and benefit from their products or services. Proper audience targeting allows the business to maximize their ROI on marketing and advertising investments, by minimizing waste.

Or, to paraphrase The Art Of War: If a business knows itself and it knows its customers, it is unlikely to fail.

Simply put, good customer service increases sales and profits. In a Harvard Business Review study, customers with a positive service experience spent 140% more than those with poor experiences in transaction-based businesses; and in subscription-based businesses, 73% of those with positive customer service experiences subscribed for over a year, compared to 43% who rated their customer services poorly.