When working with any company the typical place I start is mapping out the customer journey. This will include how a customer explores their problem, discovers your service (and those of your competitors), evaluates options, decides on your product/service, how their need is fulfilled, followed by any follow-up. What I look for through this process are the barriers that prevent a customer from moving forward to the stage.
So your key questions are how is my offering helping customers to overcome their barriers and fulfill their goals.
Happy to discuss customer journey mapping in more detail if it is of interest to you.