Kano Model

The Kano Model is a tool for understanding and prioritizing customer needs. It was developed by Noriaki Kano in the 1980s, and it is based on the idea that customer satisfaction is not a linear function of product features. Instead, customer satisfaction is influenced by the way that customers perceive the features of a product.

The Kano Model divides customer needs into five categories:

1. Basic Needs (Must-Have):These are fundamental requirements that customers expect from a product or service. If these needs are not met, customer dissatisfaction is likely. However, meeting these needs does not necessarily lead to increased customer satisfaction; it only prevents dissatisfaction.
2. Performance Needs (Linear):Performance needs are directly correlated with customer satisfaction. As the level of performance or quality increases, customer satisfaction also increases. Conversely, if the performance level decreases, customer dissatisfaction rises. These needs are usually explicit and often mentioned by customers.
3. Excitement Needs (Delighters):Excitement needs are unexpected features or attributes that, when present, can greatly enhance customer satisfaction and delight. However, their absence does not necessarily lead to dissatisfaction. These needs often create a "wow" factor and can set a product or service apart from competitors.
4. Indifferent Needs (Neutral):Indifferent needs are neither good nor bad for customers. Customers do not have strong feelings or preferences regarding these attributes. Investing resources in trying to improve these attributes may not have a significant impact on customer satisfaction.
5. Reverse Needs (Disruptors):Reverse needs are features that, when included in a product or service, lead to customer dissatisfaction. However, their absence does not necessarily lead to increased satisfaction. These needs might seem counterintuitive but can arise in situations where customers have differing preferences.

The Kano Model can be used to prioritize product features by understanding how they will affect customer satisfaction. Features that are classified as must-be or attractive are typically the most important to prioritize, as they have the greatest impact on customer satisfaction. Features that are classified as one-dimensional or indifferent can be prioritized lower, as they have a smaller impact on satisfaction.

This model is often visualized using a two-dimensional graph, where the x-axis represents the level of fulfillment of a particular attribute or feature, and the y-axis represents customer satisfaction. The different categories of needs are plotted on this graph, helping organizations understand the relationships between attributes and customer satisfaction.

The Kano Model is a valuable tool for product managers and other stakeholders who are responsible for understanding and prioritizing customer needs. It can help to ensure that products are developed with the features that will have the greatest impact on customer satisfaction.

Here is an example of how the Kano Model can be used. Let's say you are developing a new smartphone. The Kano Model would help you to understand how customers perceive the different features of a smartphone. For example, a must-be feature for a smartphone would be a long battery life. If a smartphone does not have a long battery life, customers will be dissatisfied. A one-dimensional feature for a smartphone would be a high-resolution display. Customers will be satisfied if a smartphone has a high-resolution display, but they will not be delighted by it. An attractive feature for a smartphone would be a fingerprint sensor. Customers will be delighted if a smartphone has a fingerprint sensor, but they will not be dissatisfied if it does not have one.

By understanding how customers perceive the different features of a smartphone, you can prioritize the features that will have the greatest impact on customer satisfaction. In this example, the long battery life would be a high priority, as it is a must-be feature. The high-resolution display would also be a priority, as it is a one-dimensional feature that can increase customer satisfaction. The fingerprint sensor would be a lower priority, as it is an attractive feature that does not have a significant impact on customer satisfaction.

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