Recognizing and solving customer pain points is one of the best ways for a business to differentiate itself from competitors. To truly deliver a comprehensive solution to your customers, it’s important to recognize, identify, and solve even their most complex pain points.
What Are Customer Pain Points?
A pain point is a specific problem that your customers or prospective customers are or will experience. These problems are diverse and experienced differently by each consumer; however, they typically fall into one of the following four broad categories.
1. Financial Pain Points
This category of pain points centers around exactly what it sounds like – money. These often arise when prospective customers spend too much with their current providers and need to scale back, or they find that a product they need is too expensive for their budget. Hidden fees, expensive subscriptions, or low-quality products requiring frequent replacement are a few of the common pain points this category encompasses.
2. Productivity Pain Points
Productivity pain points arise when prospects feel their time is being wasted and crave a more streamlined experience. These prospects are typically upset by any redundancy or disruption to the buying process.
3. Process Pain Points
This category of pain points occurs when one aspect of your business creates friction for consumers due to sub-optimal processes. An example of this could be as simple as inconvenient business hours or a lack of a mobile-optimized website form.
4. Support Pain Points
If someone doesn’t feel they are receiving the level of help or customer service they require throughout the buying process’s critical stages, they are likely experiencing a support pain point. When customers can’t find answers on a business website or get timely customer service, they will look elsewhere.
How to Identify Pain Points
Understanding the pain points categories will help you put yourself in your target customer’s shoes allowing you to identify potential pain points, their underlying root cause, and how your company can solve, prevent or reduce the issue. Here are a few things you can do to gather information and get you started.
Conduct Qualitative Market Research
Qualitative research focuses on detailed responses from customers where they explain their problems in full. Qualitative research is favorable to quantitative analysis because it yields less restrictive, more detailed answers. Pain points are often multifaceted and complex, so their data is typically not easily summed up with simple yes or no responses or 1-10 rankings. Ask open-ended questions to get the most insight possible.
Talk to Your Customer Service and Sales Teams
Your customer service and sales representatives are on the front line. They most likely hear about consumer pain points, making them a valuable source of information for you. For example, they might talk about the poor customer service they received at a previous company or the awful quality of a product they initially purchased. Noting these commonalities that your customers have faced along their buyers’’ journey can help you pinpoint key messaging to focus on in your advertising and even areas of your own business that might benefit from revisions.
Leverage Online Resources
Whether it be blogs, news articles, forums, FAQ’s, or social media, every industry is being talked about online. Spending even a few hours a week sifting through these free sources will help you gain valuable insights into consumer pain points.
Keyword research can also be beneficial. There are several free services available to help you figure out what people are searching for about your industry, which can help you understand and identify what category of pain points they may be experiencing. Here are a few tools:
Once you’ve done the necessary research and recognized your consumer’s pain points, you will be able to move on to crafting solutions.
Solving Customer Pain Points
After identifying and categorizing your consumer pain points, you can begin laying out the solutions you offer for each one. Here are a few example solutions:
- Pain Point
Poor customer service with past providers.
Highlight the high-touch, award-winning customer service your company provides – do this through video, reviews and/or an explanation of your commitment to service.
- Pain Point
Long wait times for appointments.
A call-back and online booking option feature you offer reduces a customer’s time waiting on hold and overall experience.
- Pain Point
Bundle packages tailored for budgets big and small.
Once you’ve nailed down the solutions, the last step is to communicate this to your prospects. Leverage your social media, run paid search ads, or blog about the solutions you offer that address specific points. By doing this, you will not only show your potential customers that you understand them and their needs, but your company is the best choice.
Need help communicating your solutions to your target audience? Ask our digital media marketing specialists how we can help!