The next section of the Value Proposition Canvas is Pain Points.
When you are starting a new service: best to look at general pain points Want to improve your current service: look at paint points relating to your service
What are the pain points? These are things that prevent our customers from doing what they want to do, or how they want to feel. Pain points are the little and big problems that your customers have. Pain points can also include the risk a customer takes if something goes wrong.
Pain points can range from mild annoyance to severe disruption.
How can a business know their customer pain points? The best way would be to ask them and then observe. Usually the customer service reps and the sales would have a good idea. Looking at reviews would give you the most extreme.
Something to consider:
Sometimes we have little control over what happens in our customers life (weather, stressful day at work, traffic) but when we provide them with our service, we may have the opportunity to make them feel better and improve their experience. If we can improve their day, they are more likely to come back and recommend you :-)