The business benefit that you gain from customer engagement is the by-product of the value you deliver to the members. Discuss with a selected number of customers based on the ideal customer profile and interview them to learn about their challenges. Find out what would be their long-term plan to get maximum value from your solutions.
Extract the common elements from the interviews and craft a survey (e.g., polls) to validate the ideas on the broader set of members. Establish a process to continuously connect with members at different community lifecycle stages to understand the needs.