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Systematization of clients' pains
Example: we offer tour packages in Russia. We 3 phone number identifier philippines have collected all the information about clients and the difficulties they may encounter when choosing a tour. We enter this data into a table. Each problem or difficulty is assessed by several indicators: what exactly causes it, what product features can help meet these needs.
Target audience segment The main problem or pain What is the difficulty? Which product covers the pain and with what qualities of the product
People who think that travel is expensive Traveling around Russia costs a significant amount of money High prices for tours, air tickets, accommodation and food create difficulties Affordable trips in installments, where all expenses are already included in the tour price; special offers and discounts
Those who do not understand the value of travel and do not see its meaning Traveling can be a waste of money and there is no benefit to it. Cost uncertainty discourages people from traveling Tours offering active entertainment, excursion programs, master classes and shopping; clients acquire knowledge, skills, and receive additional value
People who are afraid of getting sick while traveling When I travel, I can catch a disease and spend a lot of money on treatment. Problems with health insurance in another region, the need for emergency care, high cost of services can cause anxiety Packages with extended medical insurance, providing treatment in high-quality private clinics
Those who are afraid of encountering fraud in booking tours When booking a tour online, there is a risk of being deceived. Inconsistency of services with descriptions, dishonesty of contractors and lack of guarantees also cause discomfort Guaranteed high level of service, fraud insurance, refund and quick replacement of the tour if problems arise
People who worry that their choice may be unsuccessful will buy a pig in a poke The hotel may turn out to be completely different from the one in the photo Information about hotels is often insufficient, selection is based on photos, and data may be out of date Guaranteed high level of service, fraud insurance, refund and quick replacement of the tour in case of problems
Those who worry that charter flights may be constantly delayed We may find ourselves locked in an airport, a train station Flight cancellations, schedule changes and long waits at airports are the unpleasant side of travel Prompt notification of any changes, compensation for long delays
In the presented example, consumer problems are grouped according to several characteristics:
inflated prices;
lack of real value;
health concerns abroad;
doubts about the agency's integrity;
distrust of hotel descriptions;
concerns about changes in planned plans.
We then use the collected information to develop relevant creatives and actively engage the target audience.
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Using customer needs to shape product strategy
Creating a product that satisfies the target audience is a process in which an organization seeks to determine what the consumer needs and develops a solution that meets these needs. As part of product development, the company conducts research and analysis to identify customer pain points.
Based on the information collected, the company adjusts and develops a product that offers solutions to these problems and meets user needs. An important aspect is taking into account customer opinions regarding the functions, cost and appearance of the product.
Using customer needs to shape product strategy
Source: shutterstock.com
Many IT companies that develop software use exactly this approach. Managers regularly conduct user surveys to find out how the interface can be improved or what features need to be added.
After that, the development team makes the necessary changes to the product. As a result, the client receives a product that really helps solve his problems and achieve his goals.
To develop products that can effectively meet the needs of the target audience, certain rules and approaches are used, known as product design principles. They include the following key aspects:
Consumer research : An organization analyzes the needs, problems, and aspirations of customers to gain a deeper understanding of what product can solve them.
Simplicity and intuitiveness . The product should be easy to use and understandable so that the customer can handle it without unnecessary effort or complexity.
Functional characteristics . The product must have the necessary functions that will help solve the client's problems. It must provide significant capabilities that meet the user's requirements.
Quality and stability . The product must be made of high-quality materials and guarantee reliable operation so that the customer can rely on it and not face unpleasant situations.
Offering solutions : The product should provide answers to the problems faced by customers in order to eliminate their complex situations and satisfy their needs.
Following these principles helps create a product that truly meets customer needs and makes the buying process more enjoyable.
During the development process, it is necessary to conduct testing and collect feedback from users. To do this, the company offers customers to use the product so that they can evaluate its pros and cons, make suggestions for improvement.
When feedback is received, the company carefully analyzes it and uses this data to make improvements. Changes in design, functionality, increased performance, or fixing identified errors are possible.