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....