First, start with what you already have at your disposal, which will likely include:
- written customer case studies or success stories
- requests that customers have made in the past about product features
- support requests that came into customer support
The other easy action you can take is to talk to the sales reps at your company, and ask them:
- Why do we win deals? What are customers looking to solve when they purchase our solution?
- Why do we lose deals? What are customers not finding attractive about our solution or what is the competition doing better?
Odds are you have a lot of customer knowledge around the office, with customer support, sales, product, and other teams.
Part of better understanding your customers is also to just talk to them directly, although this would take more time to accomplish. When your sales team closes a deal, make a point to fup with the customer and ask them questions about why they purchased your product, what alternatives they researched, etc. Do the same for the deals you lost, asking for the sales rep for an introduction. If your company is in the PLG, self-serve mode and you don't have a sales team, you will have to go straight to the customer, reaching out to them and asking for a few minutes of their time.