For a product to gain traction, it needs to address a certain customer pain point. But have you identified your customers’ pain point? Recognizing your customers’ pain points is the first and most important step to building successful products or services.

What is a pain point?

Customer pain point refers to the challenges or problems your prospective consumers are facing. It can also be defined as the “when” and “why” a consumer chooses to buy from you. This is because it is the point where they realize that what you are offering provides the best solution to their pain– need.

The pain, in this case, does not have to be a negative sense. It can be the frustration of not getting what they need from a product or service. Sometimes, these pain points or needs can be obvious, such as transportation. In such a case, a car solves the pain of getting from one location to another.

Other times, pain points tend to be less obvious than others. For instance, who needs a ridiculously expensive car that carries a maximum of two people and goes up to three times faster than what is accepted by law? You would probably answer no one. Still, this is what some people want, and there are companies in the business of solving this pain point that are doing exceptionally well. That is why it is crucial to define the pain points that drive your business.

The benefits of identifying customer pain points

• Identifying pain points help you recognize what the consumer needs. • Mentioning or referring to these pain points when advertising, during your promotions or one-on-one meeting with customers helps them better relate to your offering. • It helps build rapport, which almost instantly leads to a higher trust factor.

How to identify and leverage customer pain-points

To determine your customers’ pain points, you need to look for the issues that they find disturbing, uncomfortable, frustrating or urgent. Being able to understand these problems wholly will allow you to develop solutions that will help take away the pain. This way, you will be able to predict and create products or services that consumers need before they even exist.

Ask the right open-ended questions

You need to establish good communication with your customers for them to open up about their pain points. Open-ended questions provide a great way to get your customers to open up more compared to a simple yes or no answer. They also help to prevent you from asking questions that seem biased to your hypothesis.

Your concern is to make sure that the consumer does not know your opinion. Therefore, ensure that your questions are neutral to help you get to the real pain points.

Social media networks

When the social media metrics are used well, they can give you insight into your customer’s pain points and the type of solutions they are looking for. Some of the key places to find this information include:

• Facebook insights
• Facebook groups
• Twitter analytics
• Your competitor’s top performing content


Gather information from your sales and marketing team

Since it is the marketing team that goes into the market to talk to prospective clients, they collect a lot of valuable information that, if tapped into, can help point out customer pain points. To gather information from this team, consider asking the following questions;

• What are the most frequently asked questions you get from consumers?
• Why don’t consumers buy our products or services?
• What solutions are they looking for?
• What strategy did you follow to close the sale?
• From experience with our clients, what are the three core pain points you have noted?

Other than getting the pain points of your customers from your marketing team, the exercise will drive them to ask the right questions.

Analyze customer reviews and feedback

Customer reviews provide an excellent way to identify customer pain points. The reviews do not have to be about your products only. You can read those of similar products or services from your competitors to identify where they are letting their clients down.

For your business to offer its customers the very best products or services, they need to understand their needs. Taking the time to identify and understand these needs can help your business deliver the quality experiences that the customers are seeking. Once you have defined your customer’s pain points, the next step is to prioritize them. Prioritizing customer’s pain points allow you to focus on those that will have the most significant impact on your company.