Using A CRM To Fix Customer Pain Points

7 min read

It's not always easy to understand what exactly your customers want. You can find out about general issues. However, that's a far cry from thoroughly understanding customer pain points in a way that actually allows you to solve them.

Since clients and prospects are less forthcoming than marketing and sales teams would like, Customer Relationship Management (CRM) tools are now available to help. They work by collecting large amounts of data about your users. By analyzing it, a CRM can help you identify customer pain points and remedy them with the help of your sales reps.

Table of Contents

What Are Customer Pain Points?

Customer pain points can be defined as persistent problems your client is facing. A pain point could be a minor annoyance that a customer is willing to live with for some time. On the other hand, it could be a severe problem that the customer needs an imminent solution to. The good news is customer pain points represent an opportunity for your business to save the day by offering a product or service that eliminates the problem.

Pain points come in all shapes and sizes. The most common areas where customer issues occur include productivity, work processes, finances, and technical support. Luckily, investing in key activities can help you find customer pain points and solve them. These are good examples of post-purchase follow-up, customer satisfaction surveys, and customer data analysis.

Questions to Ask Your Customers

One of the best ways to discover customer pain points is to simply ask. You can ask your current, potential, and past customers about various challenges they're facing. All of these groups will have valuable insights to share that will reveal common customer pain points. They'll also have information about their internal processes that will help you improve your product design, marketing, and sales as a whole.

If your salespeople are willing to take the time, they can ask about a customer's problems at the end of a routine phone call. You can also have them conduct outreach, asking prior, potential, or current customers if they have a few minutes to help you improve your service. Most are happy to help, especially if you offer a small incentive. The key is to ask open-ended questions.

Depending on your target audience, you may ask questions like:

  • How could your current apps improve to support your company's goals?
  • What is missing in your business that would help you optimize your workflows?
  • What functionalities are you planning on implementing in your business this year?
  • What's the biggest thing holding back your business's growth?

Marketing teams generally already know what the buyer's journey looks like. So, working with them to develop a list of logical questions is a wise idea before you start calling customers. Once you know where your customer's pain points may be, you can move forward with identifying the specifics. Plus, you can use that information to improve lead generation initiatives.

Tips for Identifying Customer Pain Points

Your customers may be reporting on key pain points every day. Yet, your sales reps might need to take note of them. Train your customer support and sales teams to listen carefully to what customers need, struggle with, and desire. Once you do, you'll be able to populate your CRM system with valuable customer data rapidly.

In addition to the pain points that may be communicated to your team directly, you should also check third-party sources. For instance, many businesses ignore bad reviews. Reading your customers' reviews can give you insight into their journey, requirements, and challenges.

It's valuable to follow the conversations happening about your business. It's also worth listening to what people say about your competitor's offerings. Following specific tags on social media, for instance, can reveal countless pain points your customers complain about daily. You might even be one of the first companies to pick up on them. Acting upon them quickly would give you a major competitive advantage.

Using a CRM to Fix Customer Pain Points

A customer might tell you that their spreadsheets are too clunky and slow to make any good use of them. That's a pain point that you could potentially solve. However, it might be a relatively small issue compared to your other customers' challenges. It might also be a problem that only a small fraction of your customer base experiences. This means it shouldn't be your highest priority.

Your goal is to offer the most value to the most people in the least amount of time. That means you need to be able to categorize and prioritize the pain points you discover. This requires you to have a good understanding of your customers as a whole. Developing customer personas and exploring the customer journey will help you gain that understanding. Once you have context, an easy way to start making sense of a growing list of pain points is to place them into groups.

The most common categories you can use for customer pain points include the following:

  • Financial pain points
  • Process pain points
  • Support pain points
  • Productivity pain points

By simply categorizing pain points into groups like these, you can look at your CRM software and see which kind of pain point is impacting the majority of your users at-a-glance. From there, you can dive down into the specifics. Using other information you have about your users, you'll be able to decide which pain points need to be solved first.

Doing More With Your CRM Solution

Keeping track of customer pain points and other information about the customer experience within your CRM tool is an excellent strategy. However, if you stop there, you're not getting as much value as you could out of your software.

Take advantage of your CRM's features to empower your sales teams to do more by:

  • Utilizing integrations with other tools in your tech stack. For example, your business intelligence dashboards can reveal trends and insights.
  • Correlating churn to unresolved customer pain points. This can help you re-prioritize the solutions you're working to solve
  • Using chatbots to quickly collect feedback from customers. This is great for self-service systems or when a customer is waiting to be connected to an agent.
  • Searching scripts and documentation to help customers understand what you're already doing to help address their pain points
  • Letting customers know they're heard by taking notes on common problems and communicating with them as you develop solutions to them

It's possible that your current CRM solution could be doing more to help your business. For instance, it should share real-time data to inform your marketing strategy. Additionally, it should let you track important metrics like customer retention. If your CRM doesn't help you with these essential functions, upgrading it should be your next priority.

Learn How FiveCRM Can Help

The right CRM will allow your team to utilize automation and collect droves of data. However, you need to find a cost-effective platform. One that provides your marketing, sales, and support teams with the right tools for the job.

Are you looking for a scalable and affordable Customer Relationship Management system for your business? Book your free Discovery Call with FiveCRM today!

Michael King says...

"I can’t think of a time where a client has requested something that we weren’t able to do with FiveCRM. Unlike most systems, it has a lot of flexibility."

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Managing Director, Senior Response


“Each client, and each of their campaigns, has its own unique specifications. We essentially needed to set up mini CRMs on one platform to meet those requirements.”

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Operations Director, Team Telemarketing

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