How to Discover Your Customer Pain Points

Discover why understanding customer pain points is essential and what changes you can make to address their needs better.

What are Customer Pain Points?

Customer pain points refer to the problems, challenges, or frustrations that customers experience when using a product or service. These pain points can range from minor inconveniences to significant issues that prevent customers from achieving their desired outcomes.

Identifying customer pain points is crucial for businesses because it allows them to address these issues and improve the overall customer experience. Companies can make necessary changes and improvements by understanding what frustrates or dissatisfies customers, increasing customer satisfaction, loyalty, and retention.

The Importance of Identifying Customer Pain Points

A customer’s pain points can affect several aspects of a company, including the following:

Product and Service Quality

Improving a product’s or service’s quality requires identifying areas of dissatisfaction and understanding the customer’s experience. Key steps in effective product improvement and design include removing unnecessary features, improving essential elements, and ensuring customer satisfaction. Successful products and services often address previously unknown consumer concerns.

Research and Development

Businesses must consider customer pain points as valuable information to optimize their use of resources in research and development, or R&D. By understanding and addressing the specific problems consumers face; companies can effectively allocate resources toward developing products that meet their needs.

Brand Image

Consumers recognize that each product has its limitations. Despite this, they expect companies to listen to their feedback and resolve problems. You can gain trust and loyalty by consistently improving your products or services to address customer needs. While some companies may introduce attractive products, exceptional ones prioritize customer satisfaction by constantly improving.


When considering customer pain points, it’s beneficial to focus on your customers and examine the challenges faced by your competitors’ customers. It can provide a strategic advantage by identifying areas for improvement. Better solutions to common pain points can increase your market share and convince more shoppers that your product is superior.

Different Types of Customer Pain Points

There are many customer pain points, and understanding each can help you better serve your customers. Here are a few examples:

Support Pain Points

Support pain points happen when customers face difficulties seeking assistance or support from a company. These pain points can arise from a lack of communication channels, unhelpful customer service representatives, long wait times, or inadequate solutions to their problems.

Productivity Pain Points

These are issues that prevent customers from being as productive as they want to be, whether in their personal or professional lives. Productivity pain points can range from minor annoyances to obstacles such as outdated technology, inefficient processes, or lack of training.

Process Pain Points

These pain points relate to the processes or procedures customers have to go through to use a product or service. They can be frustrating and time-consuming, leading to customer dissatisfaction and lost sales. Some examples of process pain points include long wait times, confusing instructions, complicated sign-up procedures, and difficulty accessing customer support.

Financial Pain Points

Financial pain points are money-related issues, such as high prices, unexpected fees, or affording a cost-prohibitive product or service.

How to Identify Customer Pain Points?

Conducting a pain point analysis is necessary to improve the customer experience. Additionally, knowing customer pain points affects sales and marketing strategies. Sales teams use this information to customize their pitch and present products as the ideal solution. Marketers also want to understand pain points to advertise their solutions effectively.

Here are some ways to identify customer pain points:

Conduct Qualitative Market Research

A qualitative market study involves mapping customer journeys and evaluating data on customer pain points. Essential steps for research include:

  • Creating customer personas to focus on qualified prospects
  • Guiding product development based on customer needs
  • Aligning business work accordingly

These steps give businesses valuable insights and an understanding of common customer pain points.

Additionally, you can do a Voice of the Customer (VoC) by asking open-ended questions to encourage customers to share their experiences and feelings about your product or service. Avoid leading questions or assumptions about what their pain points may be. Instead, let them guide the conversation and provide specific examples of their experiences.

Create Your Own Voice of the Customer Checklist

Eliminate manual tasks and streamline your operations.

Get started for FREE

Apply Social Listening Tactics

It means actively seeking feedback and addressing their complaints, concerns, and frustrations. So, you can learn more about the problems your customers are experiencing and use this information to improve your products or services.

One way to listen to customers is to conduct surveys or focus groups. These can be done online or in person and provide valuable feedback on how your customers feel about your products. You can also use social media platforms to engage with your customers and ask for their feedback.

Another way to listen to your customers is to monitor online reviews. It includes reviews on your website and third-party sites like Yelp, Amazon, and Google Reviews.

Observe what customers say about your products or services and look for patterns.

Consult Your Sales and Customer Support Teams

You can identify customer pain points by talking to the people who interact with them the most—your sales and customer support teams. These teams contact customers regularly and can provide valuable insights into their needs, wants, and frustrations.

Start by scheduling a meeting with your sales and customer support teams to discuss the most common questions, complaints, and feedback they receive from customers. Ask them to provide specific examples of situations where customers expressed dissatisfaction or struggled with a particular aspect of your product or service.

Rob Paredes
Article by
Rob Paredes
Rob Paredes is a content contributor for SafetyCulture. He is a content writer who also does copy for websites, sales pages, and landing pages. Rob worked as a financial advisor, a freelance copywriter, and a Network Engineer for more than a decade before joining SafetyCulture. He got interested in writing because of the influence of his friends; aside from writing, he has an interest in personal finance, dogs, and collecting Allen Iverson cards.