How to Identify and Address Your Client’s Pain Points
In today’s society, the online and virtual marketplace dominate the economy. This is largely because of the accessibility that technology has brought to the everyday consumer. However, the last few years have had their influence on this trend as well. Regardless of how we’ve come to be here, here we are. Due to this digital landscape though, it isn’t always easy for organizations to identify customer pain-points. Identifying customer pain-points has always been an important element in the pursuit of continual improvement. This is because it helps organizations see where and how they need to direct their improvement efforts. This is why it’s important to learn how to identify and address customer pain-points in the modern market.
A customer pain-point occurs any time there’s a negative or non-positive interaction along the path of a customer journey. This could be a systematic issue, a procedural problem, or anything in between. Being attentive to customer pain-points reassures consumers that your organization cares about their experience, and will continually work to deliver a top-tier customer experience.
Auditing Customer Touch Points
The first thing to do when looking for customer pain-points within an organization is to perform an audit of the customer touch points that exist. Customer touch points are individual interactions between a consumer and a brand, a series of customer touch points creates a customer journey.
Every organization has a unique set of customer journeys made up of uniquely designed customer touch points. Performing this audit can be time consuming, but is well worth the effort at the end of the day. A customer touch point audit will give business leaders and decision makers a much stronger understanding of the customer experience from start to finish. This process will also identify obvious weak-points along various customer journeys that need to be strengthened or attended to.
Customer touch points are also essential in designing and delivering a top-tier customer experience. By optimizing customer touch points, an organization effectively optimizes the whole customer journey and can elevate the entire customer experience through-and-through. The importance of a positive, or preferably optimized customer experience is vital to understand in today’s supersaturated digital marketplace.
Because the marketplace is so full of options from which consumers can choose, there is very little customer loyalty that exists within the general consumerbase. Fostering customer loyalty takes a dedication to delivering an excellent customer experience time and time again. If done properly, though, this yields a myriad of positive results for the organization. By focusing on the delivery of a top notch customer experience, organizations see higher rates of personal referrals, organic growth, and customer retention. All-in-all this makes the customer experience a top-priority for many modern organizations.
Emails are a popular form of communication and marketing for many online organizations, and should also be audited for consumer feedback. Firms like the Klaviyo email marketing agency can help organizations both build and audit their email marketing campaigns for customer feedback.
Enabling Feedback Channels
Feedback and constructive criticism are absolutely necessary no matter what it is you’re doing. This is how we get better. However, if there aren’t any open lines through which feedback can be received, then nothing would ever improve. This is similar to trying to advise someone who isn’t interested in listening to what you have to say. Talking at them is ineffective, because no matter how loud you scream, they aren’t paying attention.
Organizations that don’t have their ears open will regret it in the long-run, though. There are plenty of ways for organizations to facilitate, foster, and even request feedback from their customers and consumers. By opening up honest and transparent channels of communication between business managers and everyday consumers, an organization can actually collect helpful and constructive criticism.
Utilizing Consumer Feedback
Collecting and curating consumer feedback isn’t enough, though. It’s how organizations utilize this feedback that matters the most. This is especially true in today’s modern marketplace. More and more consumers are concerned not only with the quality of the product/service, but also with the underlying values and practices in which an organization participates.
Today’s consumers want to be heard and acknowledged, but they also want to see real action taken. This coincides with a consumer trend that prioritizes transparency and openness when it comes to organizational communications. Taking all of this into consideration, it’s important for business-leaders and decision-makers to take the key-insights derived from customer feedback and create action-plans to address and solve major issues.
Conducting Competitor Research
Mining your own customer feedback isn’t the only data-pool you can look to for key consumer insights and pain-points though. Conducting competitor research is also a great place for organizational-leaders to identify pain-points in consumers that populate a shared target audience.
This is additionally advantageous because it can help marketing professionals make decisions on future product positioning and messaging within the industry. This can be done to convert customers from a competitor’s brand to yours.
The age-old-adage, “the customer is always right” still carries some weight in today’s modern and digital marketplace. As such, it’s important for business managers and organizational leaders to be attentive to customer pain-points and to address them with viable action plans.