What is the key purpose of finding 'pain points' when mapping a customer's journey?

A customer journey map is a visual representation of the entire process a customer goes through when interacting with a company, product, or service, from initial awareness to post-purchase support. Within this map, 'pain points' are specific instances of frustration, difficulty, or dissatisfaction that a customer experiences at various stages of their journey. The key purpose of finding these pain points when mapping a customer's journey is to precisely identify the moments or stages where the customer's needs are not being met, their expectations are let down, or they encounter obstacles. This identification is crucial because it directly enables an organization to strategically address and resolve these specific issues. By understanding *whereand *whycustomers struggle, companies can proactively make targeted improvements to the customer experience, which refers to the overall perception and interactions a customer has with a brand. These improvements aim to reduce friction, eliminate inefficiencies, enhance customer satisfaction, prevent customer churn—meaning customers leaving for a competitor—and ultimately foster greater loyalty and positive sentiment towards the brand. For example, discovering a pain point in an online checkout process, such as too many steps or unclear shipping costs, allows the company to simplify the process, leading to fewer abandoned carts and a smoother transaction for the customer. This diagnostic process directly informs product and service enhancements, operational optimizations, and strategic decisions designed to create a more seamless and enjoyable customer experience from start to finish.