A customer pain refers to a specific problem or challenge that a customer experiences, which causes dissatisfaction or inconvenience in their interaction with a product, service, or process. Identifying customer pains is important for businesses as it helps them understand areas where improvements are needed to enhance the overall customer experience and satisfaction. Addressing these pains can lead to increased customer loyalty and better market positioning. In comparison, a [[customer gain]] represents the positive outcomes or benefits that customers receive from using a product or service, such as increased efficiency, cost savings, or enhanced enjoyment. While pains focus on reducing negative experiences, gains emphasize enhancing positive ones.