The Kano model is a theory for product development and customer
satisfaction developed in the 1980s by Noriaki Kano, a
professor of quality management at the Tokyo University of Science.
It´s an approach to prioritizing
features on a product roadmap based on the degree to which they are likely
to satisfy customers. Product teams can weigh a high-satisfaction feature
against its costs to implement to determine whether or not adding it to the
roadmap is a strategically sound decision.
The model involves two dimensions:
1. Achievement (the horizontal axis), which goes from the
supplier didn’t do it at all to the supplier did it very well.
2. Satisfaction (the vertical axis), which goes from total
dissatisfaction with the product or service to total
satisfaction with the product or service.
It also identifies three
levels of customer expectations: that is, what it takes to positively impact customer satisfaction
1. Expected needs: These are
the must haves, the requirements that the customers
expect and are taken for granted.
These expectations are also known as the dissatisfiers because by
themselves they cannot fully satisfy a customer. However, failure to provide
these basic expectations will cause dissatisfaction.
Examples: In a hotel, providing a
clean room is a basic necessity. In a call center, greeting customers is a
basic necessity.
2. Normal needs: These are known
as the wants or the satisfiers because they are the ones
that customers will specify from a list. They can either satisfy or dissatisfy
the customer depending on their presence or absence.
Examples: Time taken to resolve a customer's issue in a call center.
Waiting service at a hotel.
3. Exciting needs: These are
features and properties that make a supplier a leader in the market. These are
the delighters or exciters because they go well beyond anything the customer
might imagine and ask for. Their absence does not dissatisfy the customer, but
their presence improves the likelihood of purchase.
Examples: In a callcenter, providing
special offers and compensations to customers or the proactive escalation and
instant resolution of their issue is an attractive feature. In a hotel,
providing free food is an attractive feature.
How Does the
Kano Model Work?
Using the Kano Model, product teams pull
together a list of potential new features vying for development resources and
space on the roadmap. The team will then weigh these features according to the two
competing criteria:
1. Their
potential to satisfy customers.
2. The
investment is needed to implement them.