Micro, small, and medium-sized enterprises (MSMEs) lag in adopting technologies. Data science is not an exception. For any business, the customer is king. This paper, through a systematic literature review, examines the use cases available for MSMEs. It lists 14 customer-centric use cases that can lead MSMEs to the adoption of data science. It also provides an approach for applying the use cases. The paper contributes to practice by providing a list of software tools available to MSMEs that can help them to apply the use cases. The zero-cost pathways inform MSMEs of the available options for them to start the digitalization journey without spending on technology acquisition.