Customer insights are a rich source of data that can inform the pre- and post-sale strategy across many functions. Many B2B organizations collect but do not adequately activate customer insights, resulting in inefficiency and multiple lost opportunities. Using customer insights to make decisions and improvements helps organizations drive growth, retention, and efficiency. In this report, we describe a creative customer insights approach customer engagement practitioners can take and how to use existing customer feedback to add value, demonstrate greater impact, and elevate the profile of the customer engagement function.