How to identify customer pain points
“Problems are only opportunities in work clothes.”Henri Kaiser
Every customer has pain points (or problems) they are experiencing and would like to solve, in some cases, they aren’t even aware of any problems that need solving.
A marketer’s job is three-fold:
Firstly, to identify a customer’s true needs.
Secondly, to then help them realize these needs if they haven’t already become aware of them themselves.
And thirdly, convince them of the best solution to resolve the pain points they are experiencing (hopefully the one you or your business is offering).
Being able to effectively find and resolve customer pain points not only sets you apart from your competitors but also communicates the value you bring. Identifying the root causes of your customer’s pain points may require you to look at potential problem areas from multiple perspectives.
While each pain point is unique, they generally fall into four broad categories of pain points.
Financial pain points: Your client simply wants or needs to reduce their spending on a specific aspect of their business.
Process pain points: Internal business processes need to be improved to increase efficiency.
Productivity pain points: These are barriers to the effective use of time and being more efficient with it.
Support pain points: Identifying wherein a sales or customer journey additional support may be needed to achieve the desired goal.
But how exactly to go about uncovering your customers’ unique issues? The first thing to do is allow them to fully explain their problem and where they believe the roadblocks in their business may be.
Get feedback from sales or customer support teams. Their interactions with existing customers (and lost ones) will shed light on where pain points may lie.
Conduct surveys of existing customers to see how they feel. Viewing an experience from their perspective often shines a spotlight on a problem that was otherwise invisible from a different point of view.
Look to see what your competitors may be doing differently to you. Studying their strategies may expose flaws in yours.
Then there’s Social Media, one of the quickest and most powerful ways to check what’s being said about your products, services, and brand. Studying comments and reviews is an excellent way to identify common pain points customers are experiencing.
Once a pain point has been uncovered, it needs to be solved. And while there is no instant fix formula that can be applied. Each issue that needs to be addressed must first be fully understood, and the solution offered personalized for each customer. Not only does this show you fully understand their needs but you are the right person to trust in solving them.
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