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|Gina Blitstein combines her insight as a fellow small business owner with her strong communication skills, exploring topics that enhance your business efforts. That first-hand knowledge, matched with an insatiable curiosity to know more about just about anything, makes her a well-rounded writer with a sincere desire to engage and inform.|
Using Customer Pain Points to Learn to Better Serve Their Needs
Many businesses may experience a plateau - a place where progress seems to flatline, failing to grow and expand. This can be a frustrating place to be stuck because it’s often difficult to know how to jumpstart things and revitalize your sales. There is, however, an effective way to find out what your customers want and need from you: listen to their frequent questions and requests, then take action accordingly. By addressing the actual issues your customers are experiencing, you’ll be taking an active role in alleviating their pain points.
A pain point is another term for a stumbling block - an unfulfilled need or preference. When your business can solve a pain point for a customer, they will be very glad for you indeed. By eliminating pain points, you make your products and/or services more attractive and widen the appeal of doing business with you.
So, how do you go about identifying where you could provide a product or service that would make customers’ lives easier, their user experience more satisfying, and their time better spent? Listen to your customers’ feedback carefully for clues. Pain points are often articulated as a question, request, or complaint. This is where your customer service can serve you in an even more comprehensive way. Analyze customers’ feedback when they ask questions such as the following:
What type of comments do you see most frequently? Those are the areas in which customers are informing you of their desires for your products or services. Focus on those issues to discover ways to improve or enhance your offerings. Solving customer pain points can be as easy as adding a functionality you hadn’t previously considered, increasing convenience or expanding the places in which your offerings can be procured.
Perhaps some examples will spark your imagination about how feedback from customers can help you serve them better.
Increasing & improving your business’s service offerings
Imagine you own an insurance agency in a location serving a radius of communities within your state, but is near the border of another state. In fact, your agency may be closer to a neighboring state than to bigger cities in your home state. Customers are familiar with your location and probably do business across state borders already. Since they do, they may express a desire that, for convenience, they go to you for their insurance needs. Make that possible by extending your agency’s offerings across the border! You’ll need to get licensed to sell in other states, but it may be well worth it to cast a wider net in your immediate area rather than competing in larger markets.
Are your customers complaining that it’s difficult getting in touch with you? Consider expanding your hours or opening for several hours on Saturdays. Do they express frustration about how confusing insurance can be? Offer local talks and seminars to help inform and reassure them. Measures such as these will have a significant impact, increasing trust and drawing customers to you.
This same insurance agency could consider expanding its offerings. Perhaps there are auxiliary services you could provide that would appeal to your existing client base. (Make sure doing so doesn’t violate the rules of a parent company.) Are your customers asking for Medicare supplement insurance or other insurance policies? Are they interested in investment plans? You already have a flair for working with people and a reputation as being knowledgeable, capable, and an honest professional; leverage those assets to grow your professional offerings.
Increasing & improving your business’s product offerings
Say you design jewelry for a living. Buried within your customers’ inquiries are clues to what they’d like to see from you. Over the years, your customers may ask if your designs could be made:
Make good use of the information you’ve gained by carefully listening to the feedback and then offering pieces that incorporate the characteristics about which customers have inquired. Knowing what your audience wants allows you to have a widely appealing selection of items to sell. Create and publicize a menu of the width and breadth of your offerings so you won’t miss a potential opportunity. Scheduling live events that showcase your jewelry lets customers appreciate it up close and personal. Creating a beautiful, updated website encourages online sales.
By eliminating customers’ pain points, you become their go-to business because you make their lives easier. You know what they want and you provide it. They feel that you “get” them and are the right company with which to do business. Customers are communicating to you - all you need to do is listen and react!
How does your business solve customers’ pain points?
Read other Gina articles