March 16th, 2018

Consumer Pain Points: How Your Business Defines and Solves Them

by Katelynn Watkins

For every industry, there are a number of points to improve and work with in order to keep consumers happy with the product or service. But how do you know how to create a better experience for your audiences if you aren’t sure what these points are or how to go about improving them?

What is a pain point?

To come up with strategies for combatting consumer problems and frustrations, you first need to understand what we mean when we talk about a consumer’s pain point. The term refers to issues that your customer finds concerning, urgent or even simply irritating. Basically, it’s a negative factor that may keep him or her from going into or continuing business with you, depending on the severity of the conflict.

For example, poor support services from a technology provider might cause a consumer to switch over to another, even if the costs are not exactly equal between the two companies. If the service was that painfully awful, the consumer might be able to justify a slightly higher bill in exchange for a little relief. Similar situations can translate to points of financial problems, dissatisfaction with product quality, and more.

How do you define pain points in your business?

When it comes to self-reflection in your own industry and business, it can be difficult to see things objectively. So how are you supposed to know what is working for your consumers and what gives them migraines on a regular basis?

One of the best ways to find out what they’re really thinking is to ask for anonymous consumer feedback on surveys. Many companies offer incentives for customers who comply with the request, depending on what their area of expertise is. If you decide to go this route, one of the most important things to remember is that if you want insightful and thorough answers, you have to ask open-ended questions. Binary responses can only give you so much to go off of when it comes time to make changes to company policy and procedure.

Other businesses prefer to conduct market research using a third party to facilitate discussions between customers, or conduct a study using current trends within their industry. Whatever you choose to do, just remember to review the results with an open mind and try to get into the minds of your consumers to precisely identify their pain points so that you can begin the process of alleviating them.

How do you confront the discomfort?

Depending on your findings, there are multiple ways to address your consumers’ most evident pain points. But one thing we would advise is to never make promises you can’t or aren’t willing to keep. If the majority of your customers cite cost for your product or service as their main reason for trepidation, you shouldn’t offer a reduced rate and then raise the price back to its original level in order to continue making the same profit when you have enough consumers sign back on with your business.

You can, however, take a look at internal procedure to address issues of customer service and efficiency. After gathering the feedback from your consumers, review it with your employees and let them offer a few ideas to retain current consumers and attract more in the future.

If you’re ready to identify with your consumer audience, you’ll want to enlist the help of your marketing team. Want to bring on more professionals to get in touch with the needs and concerns of your customer base at a personal level? Contact us for ways to amp up your brand strategy, digital and traditional advertising, and social media campaigns!

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