The term "pain points" refers to specific areas or aspects of a product, service, or experience that cause discomfort, frustration, or difficulty for users. These are typically identified through customer feedback and data analysis, and can include issues such as usability problems, lack of features, poor performance, high cost, or other factors that negatively impact the user's experience. The goal in identifying pain points is to improve the product or service by addressing these areas of concern, ultimately leading to increased customer satisfaction and loyalty.