IDENTIFYING PAIN AREAS OF CUSTOMERS

Customer pain points are obstacle to your company’s success. There will be times when your service will fail to meet consumer’s needs or expectations. The sooner same is discovered and addressed, the sooner a great customer experience is delivered, resulting in customer delight. Here are few ways to identify pain points, so same can be fixed for customer experience.

      1. Identifying customer needs/wants/requirements:

To uncover customer’s pain points, begin by asking what leads them to buy from you in the first place. Every purchase is driven by a need or want or requirement and your brand is expected to offer a solution. Identify the keywords that customers are searching online on your site so that you know exactly what they want. With this information, your company can identify typical consumer profile and tailor products and services as per their requirements.

      2. Feedback capturing:

Consumer feedback is essential not only for identifying pain points and their resolution but also to better your product or services. Surveys reveal great insights into the service and sales processes. Further random surveys can also be done on occasions to get a flavour of consumer mind-set. In a nutshell, consider sending periodic surveys on customer’s preferred channels and ask them specifically how your brand might make improvements.

     3. Keep an eye on social media channels:

Social media channels are a goldmine of information for companies. Customers love to talk about great brand experiences and are quick to mention when things go wrong. Concerns should be addressed as soon as possible to ensure that customer does not turn his/her loyalty towards other brand. Determine any recurring issues that need to be resolved immediately on a larger scale. For example, certain products or services may need to be shelved/improved/modified completely if they are causing frustration to consumer.

     4. Notice abandonment rates:

You know you have a problem when customers start giving up on your brand. Check your call and chat abandonment rates to see if customers are hanging up or signing off due to long hold times or any other reason. It may be necessary to use a prioritized call back system on the voice channel or better organize your contact center staff if they are taking too long to respond on live chat. Another important number to consider is your shopping cart abandonment rate on all channels. If this rate is high on your website, the checkout process might be too complicated. This may also be true on your mobile brand apps or messaging platforms—if customers are not receiving enough assistance or getting a seamless experience, they may simply find it too difficult to purchase from you.

       5. Probe internally from customer service and sales agents:

Lastly, ask your customer service and sales agents to share their experiences. Customer service staff may identify contact center issues that prevent them from doing their best work. They may also point out frequent customer concerns about specific products or services. Sales agents may also indicate customers’ buying preferences and relay any information regarding product weaknesses that need to be addressed.