Customer pains
These are conditions which prevent the customer from getting a job done or cause negative emotions before, during or after a job. The risks of doing a job or negative results arising from it also are customer pains. 

The main customer pains are related with:
Obstacles - these are pains which either prevent a customer from starting a job or hamper the customer in completing an assigned task.
Risks - these are concerns about possibilities of something going wrong or negative consequences of an action.

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