Customer pain points

Customer pain points

1. What is the overall consumer pain point(s)

Consumer pain points usually refer to problems that customers face in your line of business. These points are essential to consider for any businessman as it informs the entrepreneur on the specific requirements of is the customer. As a result, he or she can be able to deliver to his customers the exact content that they are in need of. Pain points are usually divided into four major categories:

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

2. What does your brand offer to address point #1 above, functionally and emotionally

Does Starbucks serve its customers with coffee?

Functionally, Starbucks has put consistent measures to ensure that its product is in the market all over the season. Some of these strategies include the order and pay experience. This strategy help meet the three most important customer requirements, i.e., speed simplicity and ease (Gopalani, & Shick, 2011). It ensures that the products are delivered to the customers in time and that the products provided to the customers are consistent with the set standards of the company. This keeps the customer’s morale heightened, and they can identify with the numerous services provided by the company.

The functionality at Starbuck is quite easy and, as a result, reduces a huge pain point for the company. Stores are distributed in different places all over the country. This ensures that there is a constant supply of the products at all times and that the amount is sufficient to keep the business running at all times.

Emotionally, Starbucks manages to satisfy its customer pain by ensuring that the employees are efficient in dealing with customers (Wang, Miao, Zhao, Ji & Chen, 2011)This is achieved by providing a strong leadership where the head of any department in the organization works efficiently with his team. This ensures that employee morale is high and that they are fully satisfied, and hence they deliver quality results.

3. Choose one target segment of customers for a particular product of the brand you would like to promote for Valentine’s Day through a two-week digital marketing campaign. Map out the target consumer’s journey in terms of brand touchpoints, content, and media in each vital stage you seem fit.

One target customer for valentine’s holiday is the coffee sale. Brand activation can be carried out efficiently by creating memorable ads that address the consumer needs ensuring that their requirements are made paramount (Wang, Miao, Zhao, Ji & Chen, 2011). A special offer can also be made to make sure that customers are rewarded for their involvement with the company. This will increase consumer awareness as well as motivate the clientele to buy the product more.

Media coverage of the campaigns will also create a massive effect in creating awareness as broadcast programs will ensure that the valentine offer is made public and aired in media station, ensuring that the clients are informed.

Brand activation can be achieved by providing samples and retail stores, sponsorship programs, and other experimental events.

Reference

Gopalani, A., & Shick, K. (2011). The service‐enabled customer experience: a jump‐start to competitive advantage. Journal of Business Strategy.

Wang, B., Miao, Y., Zhao, H., Jin, J., & Chen, Y. (2016). A biclustering-based method for market segmentation using customer pain points. Engineering Applications of Artificial Intelligence, 47, 101-109.