Who are your customers? What are their needs? How can your products and services address those needs?
Branding and Communication
What is the identity of your company? What do you offer? What makes you different? Is all this coming across clearly to your customers?
Usability and Customer Experience
What is the experience of customers trying to access your products and services? Do they feel like a number, or like they're valued and understood? Do they encounter obstacles in trying to achieve their goals?
What are other companies doing? How is their approach successful or unsuccessful? What can you learn from them?