133 Customer InsIghts desIgn 133 In October 2008, Microsoft announced plans to provide its entire suite of OΩice applications online. According 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 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 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? Understanding a B2B customer using the Empathy Map bmgen_final.indd 133 6/15/10 5:39 PM