What are Pain Points?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 1, 2023

2 minutes

Customer Experience

Pain Points are specific problems or challenges that customers encounter during their interactions with a product, service, or brand that cause them frustration, dissatisfaction, or inconvenience. These pain points can occur at any stage of the customer journey, from pre-purchase to post-purchase, and can vary depending on the industry and individual customer needs.


  • Long waiting times in customer support queues
  • Complex and confusing website navigation
  • Difficulty in finding relevant information about a product or service
  • Poor product quality or performance
  • Inconsistent or unreliable communication channels
  • Lack of personalization in customer interactions
  • Tedious and time-consuming checkout process
  • Limited payment options
  • Inadequate after-sales support or warranty services


Addressing and resolving pain points is crucial for businesses to enhance customer experience and retain loyal customers. By understanding and alleviating customer pain points, companies can:

  1. Improve customer satisfaction: Identifying and resolving pain points leads to happier customers who are more likely to stay loyal and advocate for the brand.
  2. Increase customer loyalty and retention: By minimizing customer frustrations, businesses can build stronger relationships, increase customer loyalty, and encourage repeat purchases.
  3. Boost brand reputation: By actively listening and addressing customer pain points, businesses demonstrate their commitment to customer satisfaction, which enhances their brand reputation.
  4. Gain a competitive advantage: Businesses that proactively identify and solve pain points have a distinct advantage over competitors, as they are better positioned to meet customer needs effectively.

How to Use It

To effectively address customer pain points, businesses should follow these steps:

  1. Identify pain points: Conduct customer research, surveys, and feedback analysis to understand the common pain points experienced by customers.
  2. Prioritize pain points: Determine which pain points have the most significant impact on customer satisfaction and prioritize them for resolution.
  3. Develop solutions: Brainstorm and implement strategies to address and resolve the identified pain points. This may involve process improvements, technology enhancements, or changes to customer-facing interfaces.
  4. Test and iterate: Implement the solutions and gather feedback from customers to ensure the pain points have been effectively resolved. Iterate and make necessary adjustments based on customer responses.

Useful Tips

  • Listen to customer feedback: Actively listen to customer feedback through surveys, social media, and customer support interactions to identify pain points that may have been overlooked.
  • Empathize with customers: Put yourself in the customers' shoes to understand their frustrations and challenges. This empathy will help you develop effective solutions.
  • Continuously improve: Regularly revisit and reassess pain points to ensure they remain resolved and identify any new pain points that may arise due to changing customer needs or industry trends.
  • Involve cross-functional teams: Collaboration between different departments, such as customer service, marketing, and product development, is essential to gain comprehensive insights and develop holistic solutions.


Pain points in customer experience refer to the specific issues or problems that customers face during their interactions with a company or its products/services.
Identifying pain points helps companies understand the challenges customers face, allowing them to make improvements in their products, services, or overall customer experience.
Pain points can be identified through customer feedback, surveys, interviews, analyzing customer support data, and observing customer behavior.
Common examples of pain points include long wait times, confusing website navigation, unhelpful customer support, product malfunctions, and complicated return processes.
Companies can address customer pain points by providing better training to customer support representatives, improving product design and functionality, simplifying processes, and offering proactive solutions.
Resolving pain points leads to increased customer satisfaction, loyalty, and advocacy. It helps retain customers and attracts new ones, ultimately leading to business growth.
Pain points can vary among customers. While some pain points may be common, individuals may have unique challenges or preferences based on their specific needs and experiences.
Yes, pain points can change over time. As customers' needs, expectations, and market trends evolve, their pain points may shift. Regularly reassessing and adapting to these changes is crucial.
Companies can prioritize pain points for improvement by analyzing the frequency and impact of each pain point, considering customer feedback and preferences, and aligning them with business goals.
Empathy plays a crucial role in addressing pain points as it helps companies understand and relate to customers' emotions and frustrations, enabling them to provide more effective solutions.

Article by

Ruben Buijs

Ruben, the founder of Boei, leverages over a decade of consultancy experience at Ernst & Young to optimize lead generation. Boei specializes in converting website visitors into qualified leads. Outside of work, Ruben is passionate about crossfit and enjoys gaming occasionally.

Table of contents

  1. Examples
  2. Importance
  3. How to Use It
  4. Useful Tips
  5. Related Terms

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