Page 139 -

Understanding a B2B customer

using the Empathy Map

In October 2008, Microsoft announced plans to provide
its entire suite of OΩice applications online. According CUSTOMER INSIGHTS
to the announcement, customers will eventually be able
to use Word, Excel, and all other OΩice applications
through browsers. This will require Microsoft to signifi -
cantly reengineer its business model. One starting point 133
133
for this business model renovation could be to create a
customer profi le for a key buying segment: chief informa-
tion oΩicers (CIO), who defi ne IT strategy and make DESIGN
overarching purchasing decisions. What might a CIO
customer profi le look like?

The goal is to create a customer viewpoint for continu-
ously questioning your business model assumptions.
Customer profi ling enables you to generate better
answers to questions such as: Does this Value Proposition
solve real customer problems? Would she really be willing
to pay for this? How would she like to be reached?

!"#$%&'(%)*+(%,,---155 /012013---245;-67