How to identify your customer's pain points

How to identify your customer's pain points

As a business, your role to customers is based on trust. Therefore, it is crucial to understand how to make your customer experience fine-tuned to achieve the best possible outcomes for the sake of your customers.

Regardless of where your company currently stands in terms of customer experience (CX), you should always be ready to innovate and expand beyond your current state. That is a necessary tenet for growth.

What are customer pain points?

The exact answer to this question will vary based on the customer, but it encompasses the problems that potential and current customers face concerning your business and the marketplace.

All customers can't possibly face the same pain points. Everyone exists within specific demographics, and some may be more affected by certain problems than others. This doesn't eliminate the existence of pain points but instead displays the large spectrum where they exist.

Typically, these are found among four main types of customer pain points.

Financial Pain Points

Financial pain points are usually related to budgeting and resources. Not every customer can be equipped to pay for your service on demand, even when they need it. As a business, it isn't enough to write off customers who cannot pay at a moment's notice. Doing that alienates a large pool of potential customers.

Instead, addressing the pain points of a prospective customer can be integral to your expansion. When addressing the financial pain points that arise, you'll need to look at what makes customers unwilling to pay.

The nature of your CX design may be the key to understanding financial pain points. Ask essential questions such as whether or not there is a clear breakdown of fees or if your services seem overpriced compared to the competition? These questions can have a surprising psychological effect on customers when it comes to providing finances.

Process Pain Points

These are areas in your customer experience where your business cannot give customers an optimal set of steps for your services. This could be manifested through constant delays, server downtimes, and other points where customers could easily get fed up and begin to search elsewhere for a reliable customer experience.

When customers feel like they need to dig to find what they are looking for constantly, your process may not be in the best place. Even a small piece of info in your FAQ could be worth looking into and bringing forward to avoid dealing with pain points in your process.

If your UX design is awful, this could also be worth looking into for a better process pain point. Customers should never feel like their tools are clunky while utilizing them. If they feel unsatisfied with the quality of your process, it could reduce customer retention rates.

Productivity Pain Points

Similar to the process pain points, productivity pain points exist when your customer consistently finds friction along their customer journey. It encompasses all pain points because the main reason a client would want to engage with the service of your SaaS Company is to boost productivity. Whether you have cloud services or CRM tools, the ultimate goal is to save time and resources by employing the use of your service.

As a provider, you owe it to these customers to have little to no friction and redundancy during the customer journey. Creating good CX and promoting retention are based on this foundation.

Your services should optimize productivity for your users. Their time is valuable, and you'll need to treat this as a focal point with engagements.

Support Pain Points

This area serves as the main pain point that should not be ignored. Your support is essentially the final lifeline, and customers need to feel confident enough to trust in the work of your support services.

With your customer service team, your company needs to have a solid base of trustworthiness. Customers need to be able to communicate with agents and get solutions to their issues using any channel they prefer.

Building customer loyalty relies on the level of confidence you gain with support services. When customers have specific issues that need to be addressed, your support is what lets them know if you're serious about prioritizing their needs.

Identifying and solving pain points within your Customer Experience

Your CX probably isn't perfect. These pain points have likely manifested themselves within your customer journey in one form or another. Yet there isn't a way to instantly tell what is affecting your customers. We have some tips on fishing them out and identifying some customer pain points in your organization.

Get direct feedback from your customers

With the use of various insight-gathering tools, you can be better equipped to address the pain points faced by your customers. To remedy the issues faced by customers, you'll need to gather some data. There's no better way to get factual information than through qualitative research. Tools like questionnaires, interviews, surveys, and focus groups can give you a good idea of the pain points within your customer journey.

Once you've received the information from customers, it's time to pair it with some data. By having the data accessible to corroborate the pain points from surveys, you'll have a better time addressing them. For example, when customers respond in the survey that they get emails that feel like spam, it may be time to cross-check if your customer journey indicates that customers tend to drop off when met with promotional emails. If that seems to be the case, it may be time to cut back on the rate of promotions sent to customers.

Show empathy in your responses

Within your customer service solutions, empathy should be prioritized as a primary avenue for your responses. Taking the empathetic route is highly important in the world of customer service. When you can show an understanding of a customer from a relatable and human standpoint, they will feel valued. In your customer journey, personalized support is something that can take you on the very satisfying road of customer retention.

Showing compassion through support agents may be enough to brighten the day for your customers, so your agents should be able to respond with a good amount of respect and patience. To maintain a good level of continuity, you should consider providing the same agent to a customer after positive interactions; that way, you'll maintain a solid relationship with the customer.

Having empathetic responses also relies on the amount of previous data accessible to your agents. If your agents have instant access to previous support interactions, they'll have a better time knowing how to deal with requests.

Use the right customer service technology

It isn't enough to have the latest and greatest tools to equip your customer service teams. Instead, you should clearly understand your team and their needs. A customer service team is likely to have a good idea of why churning occurs. Reports have shown that customers are more likely to spend 140% more after a positive customer experience, so equipping your customer service teams should be worth looking into if you want to maximize profits.

With the right tools by their side, your team will finally have access to insights that can show the problems customers face. The tech used by your support team is present to help them and not limit their potential. Get rid of the outdated stuff and start looking toward what you currently need. If your team is struggling with channels, consider investing in omnichannel support tools.

Keep tabs on the events related to your industry and company

While it pays to look towards your own unique goals, you should also have a strong sense of the clime related to your company. Being hands-on helps address pain points.

To do this, you should be aware of online reviews and social media discussions related to your company. According to research conducted by Harvard Business Review, reviews can have as much as a 5-9% effect on revenue.

Knowing this, you should learn to acknowledge the power reviews can have on your business and success. While observing negative reviews, don't be quick to skulk at the potential clients you've lost and instead learn to find solutions to these problems proactively. This helps secure the future of your organization and could even lead to new edits on negative reviews once the problems have been addressed.

Improving customer pain points in a SaaS business

As a SaaS business, you know that customer success is key to your success. It can be hard to track all of your customer's interactions and pain points, especially if you have a lot of customers.

By understanding your customer's pain points, you can focus on creating a customer experience that meets their needs and exceeds their expectations. And the best way to get this valuable feedback? Ask your customers directly! Show empathy in your responses and use the right customer service technology to keep track of what's happening in your industry.


Emma Bakh

CX Manager