How to eliminate the pain point of consumers in product marketing

In the era of great economic experience, all companies strive to provide customers with the ultimate experience and service, trying to make consumers in every link to achieve satisfaction. However, in the face of the grievances of customer feedback, such as long queues, too much background music, limited payment cards acceptable to the company, should the company consider eliminating all the pain points in the customer experience?

Customer Experience needs pain point

In real life, Southwest Airlines flight, Starbucks queue, Ikea DIY, these are experience in the pain point of the example, but these pain points still can not stop the consumer to Starbucks, Ikea's favorite, but because of these pain points of the contrast, customers will deeply appreciate the pleasure.

In customer marketing, consumer pain point refers to the consumer experience in the process of product or service is not satisfied with the original expectations of the psychological gap or dissatisfaction caused by the end of the consumer mental model in the formation of negative emotions, so that consumers feel pain. When designing a customer experience, the pain point is an "angel" that must exist, not only to contrast the pleasures of the experience, but also to save resources and get out of bondage. The reasons are as follows: three.

1. Pain point is an important means of experiential marketing based on psychological feeling contrast. In experiential marketing, companies need to build the itch points and excitement that make consumers satisfied and happy enough. For consumers, in the fish and bear the premise of both, can only hold to regret, choose to its more important itch point or exciting point factors, ignore these pain points brought dissatisfaction. This is the psychological "incomplete beauty" phenomenon, because there are expectations, so will be dissatisfied, if there is no hope, dissatisfaction from where?

In addition, the pain point is also a relative concept, is based on the competition in the industry to make a comparison of the formation of judgment, which is the opposite of the word itch point comparison. In the sales process, a company's products in addition to the same functional characteristics, but also has some additional services, and these are precisely B enterprises do not have, this to the consumers in favor of the B brand, it has formed the brain cognitive pain point phenomenon.

2. Pain point is the inevitable result of enterprise focus strategy choice. If the excitement is a strategic choice, then the pain point is based on strategic abandonment. This view is from the enterprise strategic point of view, is the choice of strategic issues, is a typical focus characteristics.

In the sales process, in order to achieve customer value transfer, many enterprises through a wealth of experience marketing tools to attract consumers. But the problem is that the consumers ' desires are endless, and the enterprise's resources are scarce, it is unrealistic to satisfy the consumers ' desires unconditionally. How to achieve the maximum value of customer transfer, the inevitable choice of enterprises is to focus on the strategy, that is, to provide products or services to form the brightest bright spot, the rest of the additional services are canceled. The inevitable result is that consumers will feel dissatisfied, but if the most satisfied with the value of more than the pain caused by the dissatisfaction, then the customer will eventually dilute or ignore the pain point.

3. Pain point is a process of leading the enterprise innovation. In the competition, able to occupy a place in the consumer's mind, is the tireless pursuit of all marketing people. And the pain point is the most commonly used and one of the most effective means in marketing planning activities. In the dynamic competition process, every enterprise in order to participate in competition are trying to occupy their own region through differentiation, so "anti-positioning" has become an effective means, so the experience of the competition in the marketing of the pain point has become the other enterprise marketing innovation itch point.

Pain points create a differentiated experience

Pain point is an inevitable product in the process of experiential marketing. Enterprises should grasp and make use of the good pain point, must not blindly. This requires the enterprise in the practice process, according to the purchase process of the customer's behavior carefully divided and defined, and then combined with their own brand strategy to choose, focus on the core appeal point, and the core appeal is irrelevant and unimportant can be set as a shopping pain point.