Systematization of clients' pains

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Example: we offer tour packages in Russia. We 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 list of iran cell phone numbers 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from the one in the photo Information about hotels is often insufficient, selection is based on photos, and data may be out of date Guaranteed high level of service, fraud insurance, refund and quick replacement of the tour in case of problems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.