B2B organisations would do well to learn from the B2C business world about improving their customer insights. Select an example of a B2B supplier and an organisation it would seek to better understand, and use the nine (9) steps in the wheel of customer understanding to analyse and discuss how the supplier would go about better understanding its customers, with specific reference to your chosen example. Begin your example by stating why the organisation you choose as your example would benefit from better understanding its customers.

(20 marks)

Marks will be awarded for briefly describing the approach to analysis, and the application to the chosen example.