Discover how to identify and resolve customer pain – WAU
Pain points or the client’s pain is that setback, concern or problem that your potential client has, regardless of whether it is real or a simple perception.
There is no exact classification of the type of problem, since each customer is different and, of course, faces different situations and has specific needs.
It is precisely here that brands and Marketing specialists appear, to detect, solve and get the customer to be satisfied and overcome a scenario that is uncomfortable or negative for him.
If you want to learn how to identify and solve the pain of your potential customers in order to improve your Marketing strategy, then be sure to read this article. In it, you will see:
How to identify the client’s pain?
Identifying the client’s pain is an extensive, demanding process that requires good investigation skills, as well as the use of analysis tools and the development of observation skills.
However, in general, we can say that we must only follow two steps to accomplish this task.
Delimit and know the consumer or potential customer
Before listing the pain points, you must know the recipient of the message, that is, you have to define your target audience or persona, as well as study the consumers you intend to capture.
This first step directs your strategy towards those potential customers who need information and, consequently, your good work. Likewise, it allows you to create a connection with consumers who are not yet fully convinced, even if they already interact with your brand and products.
That way, they can feel that you are offering great customer service, thereby fulfilling one of the most relevant premises of Digital Marketing: satisfying consumers!
Optimizing the experience and satisfaction of these customers is what defines the success of your strategy, so think and feel as if you were one of them so that you can get it right when trying to identify the customer’s pain.
Now, what are these problems that do not let your customers sleep and how to identify them? To find that answer, let’s go to the next step!
Make a list of the client’s possible pains
One of the best techniques for identifying them is to list a reasonable amount of possible customer pains and put them in front of the possible solution. We have an example:
You have a customer who runs a restaurant that is making few sales. In that case, you should focus on what are the possible impediments or problems that are causing this fall. Some reasons could be:
- lack of customer segmentation;
- poor customer service;
- lack of differentiation with respect to competition;
- poor financial control.
It is important that the list is not too short, but also not too long. You need to study the situation and present at least 6 to 10 client pains, in order to be able to rule out until you reach a top 3 of problems that you believe are the most important and, thus, start to act based on them.
How to solve the client’s pain?
You already know who your customer is, how you think and, in addition, you have already identified their problems. The next step is to offer the solution!
Troubleshooting should be included in your offer, as this ensures a customer experience (or customer experience) satisfactory.
But, how to achieve it? Know the best strategies to follow.
Be sure to evaluate your customer and your target audience
The best way to identify your customer’s problems at the right time is, of course, following their experience as they interact with your brand.
You even have to analyze this aspect before generating conversions. In other words, follow each user’s customer journey, in the broadest sense, to make the appropriate decisions to alleviate the customer’s pain.
Knowing what he does with products and services, in addition to the use he gives them, for example, can help him to conclude the most appropriate solution for each situation, as well as analyze his perception of the brand’s content and communications.
In addition, you should focus on generating empathy between your customers and users in general, directly or indirectly, as this will allow you to nourish yourself with relevant information about what concerns them or happens.
Unify communication between departments
As companies grow, they have to develop departments to solve different problems. For example: human resources, finance, sales and marketing, among others.
Although this is very good, since it shows growth and expansion, it can be counterproductive if there is no concern to unify the flow of information and communication.
Basically, focus on reducing communicative barriers that hinder the administration and organization of the company’s activities.
If the departments do not have the same information, it is impossible to know the genesis of each situation and, above all, how the problems can be solved.
Use digital channels
In the face of the fervent digital revolution, we cannot ignore this aspect.
You must use all necessary means and integrate them with each other, for example, create a website and complement it with the use of social networks.
The use of both tools will allow you to produce rich materials to capture a greater number of potential customers and access a greater volume of information of interest to your pains and needs.
Putting an end to the problems that surround your customers is not only a relief and solution for them, but also an excellent business opportunity for you, since, once your task is successfully completed, it is possible to convert them into loyal consumers.
After all, customer loyalty is directly related to the profitability of organizations and their possibilities for expansion and growth.
Before we say goodbye and for you to become an expert on the subject, I recommend taking a look at this great infographic about the customer journey. To the next!