How Morning refined its event offering and boosted its commercial strategy thanks to Diffly’s customer insights

Discover how Morning transformed its event offering and strengthened its commercial strategy thanks to customer insights collected with Diffly. A concrete use case of qualitative analysis to better understand its customers, refine its positioning, and win new markets.

"Working with Diffly means having access to raw, actionable customer feedback, without filters. These interviews will help us reorganize our team and ensure more precise customer follow-up. Diffly has allowed us to gain agility and relevance, while saving us valuable time."

Charlotte Marchand, Head of Events at Morning

How Morning refined its event offering and boosted its commercial strategy thanks to Diffly’s customer insights

About Morning

Founded in 2014, Morning is the leading French network of coworking and flexible event spaces, designed for companies and freelancers looking for inspiring and functional environments. With more than 50 locations in France, Morning stands out for its human approach and its commitment to creating spaces that foster collaboration, innovation, and well-being at work.

Their event offering, which is rapidly expanding, enables companies to organize seminars, workshops, product launches, or corporate events in modular and fully equipped spaces. Morning supports its clients from concept to execution, with a strong focus on user experience and service quality.

In 2025, Morning continues to grow in France, with a clear ambition: to become the reference for hybrid work and event spaces, combining flexibility, design, and tailor-made services.

Understanding customer expectations: Morning’s strategic challenges

With growing demand for flexible event spaces and increasing competition, Morning needed to refine its understanding of customer expectations to continue standing out. Three major challenges emerged:

Identifying retention and acquisition drivers:

Morning wanted to understand why some clients organized multiple events with them, while others did not follow up after an initial contact or quote. The goal was twofold: strengthen the loyalty of existing clients and convert more prospects into repeat customers.

Validating hypotheses for a new commercial offering:

Morning’s event team was working on launching a renewed offering but lacked qualitative data to validate its assumptions. It was crucial to gather direct and neutral feedback to refine positioning, pricing, and the services offered.

Optimizing perceived value and reducing purchase barriers:

Some clients requested quotes without ever converting, or organized one event and then disappeared. Morning needed to understand perceived barriers, unmet expectations, and decision criteria in order to improve its value proposition and sales process.

"Before Diffly, we had intuitions about what our clients liked or didn’t like, but very little concrete data to support them. The interviews changed everything: we were able to base our decisions on real-world feedback, not assumptions."

Charlotte Marchand, Head of Events at Morning

Diffly, a partner that adapts to Morning: a tailored approach

Morning chose Diffly for its ability to conduct targeted, neutral, and actionable qualitative interviews. Together, we defined three priority use cases:

1. Analyzing satisfaction among loyal clients: collecting feedback from regular clients to identify key satisfaction drivers and areas for improving the offering.
2. Understanding reasons for non-follow-up: analyzing the motivations and barriers of clients who had a one-off experience, to identify levers to encourage them to return.
3. Assessing how prospects perceive the offering: exploring expectations and concerns of prospects who did not finalize their projects, to refine the value proposition and sales process.

From the outset, Diffly supported Morning in setting up a structured interview program, with a clear objective: collect qualitative insights to inform strategic thinking. Interviews were conducted in both French and English, with particular attention to neutrality and depth.

Results achieved by Morning thanks to Diffly

1. A redesigned event offering: Customer feedback made it possible to validate key assumptions and adjust the commercial offering, particularly in terms of pricing, included services, and communication.
2. A better understanding of barriers and drivers: The insights collected revealed specific expectations (space flexibility, personalized support, pricing transparency) as well as friction points to address, such as quote clarity and team responsiveness.
3. Data-driven decisions: Interview findings were integrated into the development of the new event offering, with a direct impact on conversion rates and customer satisfaction.
4. Time and efficiency gains: By outsourcing feedback collection and analysis, Morning’s team was able to focus on operations and implementing improvements, while benefiting from an objective and detailed view of its market.
5. An enhanced customer experience: Actively seeking customer feedback created a positive effect—clients felt heard and valued, reinforcing their perception of Morning as a brand that listens and is committed to continuous improvement. This approach helped strengthen the company’s qualitative and human image.

"The interviews conducted with Diffly provided us with valuable insights to refine our offering and better meet our clients’ expectations. This approach enabled us to make more informed decisions and strengthen the quality of our customer relationships."

Charlotte Marchand, Head of Events at Morning

Conclusion

By leveraging customer insights collected with Diffly, Morning improved both its commercial approach and its event offering. Qualitative feedback made it possible to move from intuition-based decisions to a data-driven strategy, thereby strengthening its competitiveness and its ability to innovate.

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