One of the most important elements of effective digital marketing is understanding customer personas. A key part of these personas are the so-called pain points.
In this article, we will discuss what they are, their types, and how to avoid one of the biggest mistakes people make when addressing pain points.
What are pain points?
Pain points are persistent problems with a product or service that can cause inconvenience to customers and their businesses. Simply put, they are unmet needs waiting to be met.
The client’s pain may be related to their personal or professional life and may be physical, emotional or logistical.
Some prospects aren’t even aware of the pain points they’re experiencing. You need to convince them that they have a problem and that your company has the solution to solve it.
Types of pain points
Financial pain points:
High costs: Customers feel they are paying too much for a product or service.
Example: A software subscription that increases in price every year without offering significant improvements.
Cost overruns: Customers feel they are paying more than expected for a product or service.
Lack of clarity in pricing: Customers do not understand how prices are calculated or what is included in the cost.
Example: A telecommunications services bill with multiple unexplained charges.
Unexpected expenses: Customers face unforeseen additional costs.
Example: Extra baggage charges on an airline that were not clearly mentioned at the time of booking.
Productivity Pain Points:
Inefficient processes: Tasks that are time-consuming due to lack of automation or proper tools.
Example: Employees who must manually enter data into multiple systems.
Time-consuming tasks: Activities that could be done faster with better tools.
Lack of automation: Repetitive processes that are not automated.
Example: A marketing team sending emails manually instead of using a marketing automation tool.
Support Pain Points:
Inadequate customer service: Customer service does not resolve issues effectively.
Example: A customer who does not receive a response to his complaints about a defective product.
Slow or insufficient responses: Support takes too long to respond or does not offer useful solutions.
Example: A user waiting days to receive a generic response to a technical problem.
Difficulty contacting customer service: Customers cannot easily find how to contact support.
Example: An online store with no phone number or live chat available.
User Experience Pain Points:
Complicated interfaces: Apps or websites that are difficult to navigate.
Example: Management software with confusing menus and no tutorials.
Usability issues: Features that do not work as expected.
Inconsistent experience across different platforms: Users have a different experience on mobile and desktop versions.
Example: A banking app that offers limited features in its mobile version.
Technology pain points:
Compatibility issues: The product or service does not work well with other systems or devices.
Lack of integration with other tools: Difficulty synchronizing or connecting with other applications.
Example: A CRM that does not integrate with the email marketing tools used by the company.
Frequent technical failures: Recurring problems that affect the use of the product.
Example: A mobile app that closes unexpectedly or freezes regularly.
Emotional pain points:
Stress or anxiety when using the product or service: Using the product generates frustration or worry.
Example: An investment platform with complicated interfaces that generates anxiety in users.
Lack of brand trust: Customers do not trust the company due to previous negative experiences.
Example: An internet provider with frequent service interruptions and no quick solutions.
Feeling of dissatisfaction or disappointment: Customers feel that the product does not meet their expectations.
Example: An electronic device that does not have the functions promised in its advertising.
Convenience Pain Points:
Difficulty accessing the product or service: Customers find it difficult to purchase or use the product.
Example: A food delivery service that is not available in certain areas.
Limited Service Hours: Service is only available during restricted hours.
Example: A customer service center that only operates during business hours.
Lack of delivery or pickup options: Limitations on how and when customers can receive their product.
Example: An online store that does not offer express delivery or in-store pickup options.
Communication pain points:
Lack of clear and accessible information: Customers do not easily find the information they need.
Example: An e-commerce site without an FAQ section or with insufficient product descriptions.
Inconsistent or confusing communication: Messages that are contradictory or difficult to understand.
Hard-to-understand technical language: Using technical jargon that customers don’t understand.
Example: A user manual full of technical terms without clear explanations.
5 common examples of pain points
Customers have unique needs and expectations, so it can be difficult for a business to meet them all at once. However, it’s not how you respond to them that will determine your success. Take a look at these common pain points and strategies to solve them.
1. Budget constraints
A common financial problem is when a feature is too expensive for customers to take advantage of. A tiered plan structure allows businesses of all sizes to use your product or service, but premium features are often reserved for the most expensive plans. If a customer is interested in your product or service specifically because of one of those features, but it’s out of their budget (which is even more common during times of economic downturn), they may not hire your company.
Solution example:
If you offer a custom plan option, where the customer can select the features they have access to, you could make your product or service with that premium feature accessible. The customer might pay more than the monthly cost of a lower plan, but they could still save money by paying only for the features they need.
2. An unresponsive support team
Staffing issues can create inconveniences for both customers and employees. Customers don’t get the answers they need in a timely manner, and employees become overwhelmed by their workload, preventing them from providing the level of service expected.
Solution example:
Update your internal processes with productivity best practices that help alleviate these support pain points . Use chatbots to manage conversations and direct customers to solutions that don’t require support intervention. Create a help center that organizes tickets and a knowledge base that allows customers to find answers autonomously.
3. Steep learning curve
A common barrier to product adoption is that it is too complex or requires technical knowledge. Being able to get up and running quickly is a priority for many customers, and if they can train their employees quickly, it becomes a great selling point.
Solution example:
Improve the user experience by creating reference materials, such as detailed demos or templates, to help customers get familiar with the product. For complex products, you could even offer training sessions during the onboarding phase.
4. Redundant processes
Have you ever found yourself in a situation where you need to complete two or three steps to accomplish a task that should only require one? This can lead to a lot of frustration and impact productivity. When there are redundant processes, it opens up an opportunity for competitors to step in and steal your customers.
Solution example:
Review your processes for specific problems your customers face and try to offer solutions. By continually improving customer experience management, you will encourage all types of customers to stay with you.
5. Product deficiencies
A product that meets expectations should be a priority for any company. Maybe your sales reps aren’t accurately explaining the product’s limitations, or maybe there’s a defect you’re unaware of. Any of these situations can lead to dissatisfied customers.
Solution example:
You can improve the functionality of your product or identify where communication is lacking by collecting customer feedback. Send surveys periodically or after interactions with the company to get a constant flow of information about the customer experience.
Identifying and addressing pain points is essential to improving customer satisfaction and business competitiveness. By using methods such as surveys, data analysis, competitor research, and customer experience mapping, companies can uncover these pain points and develop effective strategies to address them. By doing so, they not only improve their products and services, but also build stronger, longer-lasting relationships with their customers.
