“Solve those pain points, and we’re golden”
Why are customers still unhappy then?
“There must be a misunderstanding here.”
Said the team…
No, you definitely didn’t practice understanding as an exercise; rather, you listened to customers as if it were a social setting.
Let me tell you what went wrong:
* The pain points you collect don’t provide full exposure.
* What you capture is just the tip of the iceberg.
* There’s a lack of mapping the problem environment.
How do I know this? Sometimes I get involved when sh** hits the fan.
It’s exactly what the Commonwealth Bank of Australia did for their app.
The team identified key pain points:
1. slow transaction processing,
2. confusing navigation and
3. limited functionality.
Customers continued reporting slow performance, transaction failures, and timeouts — even after the redesign.
Lack of deep understanding and prioritizing what “seemed” a quick wins cost you “triple the price.”
Differentiate between business and social understanding.
Do you want to know my way to practice understanding?
It’s pinned in the comment section.
By the way, the cause in the above example was in the app’s backend infrastructure.
I always say, “Pain points are your starting point, not the end.”
What’s harder: collecting customer feedback or interpreting it?
Thanks for reading,
Ahmed
Neostrateje if you want to score how well you solve business problems and deliver outcomes.
