Customer pain points are common challenges or problems that customers face within a brand's industry or market. These can include issues with productivity, such as inefficient work processes and legacy technologies, as well as difficulties gathering customer feedback. Brands address these pain points by showcasing how their offering can solve them in a cost-friendly and effective way, often standing out against competitors who fail to understand these needs. Customer pain points can be grouped into four categories: productivity, support or experience, financial, and process issues. To identify these pain points, brands use methods such as qualitative customer research through surveys and focus groups, social listening, and input from sales and customer support teams. Understanding relevant customer pain points is a strategic initiative for any brand, as it helps them comprehend what might be causing friction with their customers and develop solutions to address these issues.