In his State of the Union address earlier this year, U.S. President Biden launched an initiative forcing airlines to eliminate ‘junk fees’ – hidden, punitive charges added to basic airfare. He is proposing the Junk Fee Prevention Act, saying “We’ll prohibit airlines from charging $50 round-trip for a family just to be able to sit together, baggage fees are bad enough. Airlines can’t treat your child like a piece of baggage.”

Such action on the part of the President should be a wakeup call for all businesses to reexamine their customers’ experience, in search of major pain points. And there is no shortage of them in any industry. According to the recently published annual Customer Rage Survey, a record number of Americans are finding faults with companies’ products and services – 74% of respondents experienced a product or service problem in the past year.

So why not seize the opportunity and be the first to remove or transform the most bothersome aspects of your industry’s customer experience? Alternatively, you can wait until your customers flee in search of more pleasant experiences and a presidential intervention forces you to do so.

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