If you’re looking to optimize customer satisfaction through your product features, you’ve come to the right place. We’ve got the answers you need.
What is the Kano Model?
The Kano Model is a theory for product development and customer satisfaction developed by Noriaki Kano. It categorizes customer preferences into different levels of needs, helping product managers prioritize features effectively. The model is based on the premise that not all features are created equal in the eyes of the customer.
Read on, as we delve deeper into the intricacies of the Kano Model, providing you with actionable insights and data-driven reasoning.
The Core Components of the Kano Model
Understanding the Kano Model requires a deep dive into its main components, which are primarily categorized into three types of needs: Expected, Normal, and Exciting.
Expected Needs
These are the basic requirements that a product must fulfill to even be considered by customers. Failing to meet these needs can lead to extreme dissatisfaction. For example, a smartphone must have the ability to make calls; otherwise, it fails at its most basic function.
Normal Needs
These are the features that customers assume will be present in the product. They are often explicitly stated and are the qualities that keep a supplier in the market. For instance, a modern smartphone is expected to have a camera and internet connectivity.
Exciting Needs
These are the delighters, the features that go above and beyond customer expectations. They have the potential to significantly boost customer satisfaction and make your product stand out. For example, a smartphone with a groundbreaking camera feature could be a delighter.
How to Implement the Kano Model
- Conduct a Kano Survey: Gather data from your customers to understand their needs and preferences.
- Categorize the Features: Based on the survey, categorize the features into Expected, Normal, and Exciting needs.
- Prioritize Development: Allocate resources to develop features that align with customer needs.
- Measure Satisfaction: Continuously measure customer satisfaction to adapt and evolve.
How Does the Kano Model Work ?
The model is very simple: select a representative panel of users (20 … 30), pass them a questionnaire, analyze the responses and make the right decisions.
Step 1
Survey users (mostly by questionnaires) on each function through a pair of questions (functional and dysfunctional)
Functional question : « How would you feel if the product had feature X ? »
I like it
I expect it
I’m neutral
I live with it
I dislike it
Dysfunctional question : « How would you feel if the product didn’t have feature X ? »
I like it
I expect it
I’m neutral
I live with it
I dislike it
Step 2
Analyze responses for each function and each user questioned.
You have 6 possible categories (I = Indifferent; Uncertain Q = R = Reverse, and the top 3)
Step 3
Communicate final results for each function :
- The function x is a « Must Have »
- The function is a need expressed « Linear »
- The function z is a requirement attractive « Exciter »
FAQs
- What is Kano model used for?
- It’s used for understanding and prioritizing customer needs in product development.
- What are the 5 requirements of Kano model?
- Basic needs, Performance needs, Excitement needs, Indifferent needs, and Reverse needs.
- What is the Kano model theory?
- It’s a theory that helps categorize and prioritize customer needs into different levels: Expected, Normal, and Exciting.
- What are the 4 categories of requirements using Kano model?
- Basic, Performance, Excitement, and Indifferent.
Applications of the Kano Model
The Kano Model, also known as the “Customer Delight vs. Implementation Investment” approach, serves as an analytical tool for gauging customer emotional reactions to product features. It aids in measuring and understanding these responses to optimize product development.
The Five Categories of the Kano Model
The Kano Model segregates the quality attributes of products and services into five distinct types: Must-be Quality, Performance Quality, Excitement Quality, Neutral Quality, and Reverse Quality.
Theoretical Foundations of the Kano Model
The Kano Model of Customer Satisfaction categorizes product attributes based on customer perception and their impact on satisfaction levels. This categorization aids design decisions by specifying when a feature has met its effectiveness and when further enhancement is beneficial.
Customer Needs According to the Kano Model
The Kano Model identifies three types of customer requirements: Basic needs for market entry, Performance needs for market retention, and Excitement needs for market excellence.
Practical Applications of the Kano Technique
Kano Model Analysis extends beyond mere functionality to encompass customer emotions. For instance, while all new car buyers expect functional brakes, many would be delighted by a voice-activated parking-assist system.
The Three Core Needs in the Kano Model
The Kano Model differentiates customer needs into three primary categories: Basic, Performance, and Excitement. Basic needs are the fundamental expectations, also known as dissatisfiers, while Performance and Excitement needs add layers of value and delight.
Analyzing Results with the Kano Model
To apply the Kano Model effectively, categorize each feature based on customer feedback and your own judgment into one of the five Kano categories: Must-be, Performance, Attractive, Indifferent, and Reverse.
Quality Goals in the Kano Model
The ultimate aim of the Kano Model is to prioritize product features in a way that maximizes customer satisfaction. It does so by classifying customer emotional responses into five types, each with its own level of impact on overall satisfaction.