The importance of understanding customer insights is crucial for a company like Adventure Caravans to achieve its corporate goals. Customer insights can help the sales team identify risks and returns associated with their products or services. Effective communication of these insights to the sales team, stakeholders delivering customer service, and marketers supporting product development is essential. The SOSTAC model can be used to review customers' business operations, structure, strategies, and markets. The company should focus on various methods of customer insight, including analyzing market changes, developing products according to customer demands, and being concerned about the return from these sales. By following these steps and preparing a strategy, the company will be able to develop customer insights and achieve its corporate goals.