By adding capabilities to increase their insight into the needs of the actual end-user of their product (the occupier) they were able to incorporate new knowledge about demand-side needs and develop a more compelling supply-side offering. They delivered their own branded "on-demand" offering in addition to their conventional long-term space. Today, they are a two-product company with the traditional, custom office option as well as a move-in ready product that does not require tenant improvements or other customization. The current ratio is about 5 parts "traditional" and 1 part "other" and they can shift this allocation around depending on product demand. These, and other service level changes enabled them to improve the customer experience resulting in achieving the highest customer satisfaction ratings they have ever enjoyed. Over a two-year period, net absorption increased by over 2M SF adding over $1B in new capitalized portfolio value.