The Kano Model

William Meller - The Kano Model
The Kano Model is an approach to prioritizing features into five categories based on the degree to which they are likely to satisfy customers.

Dr. Noriaki Kano, a professor of quality management at the Tokyo University of Science, created the Kano Model in 1984.

The Kano model identifies five categories of customer preferences, as described by Kano.

This model identifies, categorizes, and prioritizes five types of Customer Requirements (or potential Features) for new products and services.

According to the model, there are five possible customer reactions to a new feature, from dissatisfaction to indifference to what is often called customer delight.

This dimension goes from no functionality at all (unfulfillment), to the best possible implementation (fulfillment). 

That’s why the term Investment is also very good for this concept. 

Must-be Quality: These are the basic requirements that customers expect and take for granted. When done well, customers are just neutral, but when done badly, they are very unhappy.

One-dimensional Quality: Companies compete in these attributes because they result in satisfaction when fulfilled and dissatisfaction when not fulfilled.

Attractive Quality: Since these types of attributes of quality unexpectedly delight customers, they are often unspoken and provide satisfaction when achieved fully, but do not cause dissatisfaction when not achieved.

Indifferent Quality: As these characteristics are neither good nor bad, and neither do they result in customer satisfaction nor dissatisfaction, it is generally useful to identify them in a product so that they can be suppressed, thus reducing production costs.

Reverse Quality: As long as these attributes are not there, customer satisfaction is likely to be high, so it's a good idea to avoid them.

In general, Kano analysis identifies unspoken needs before prioritization, so it helps prioritize customer needs.

By understanding what customers consider basic, important, and desirable, companies can create products, services, and experiences that will truly satisfy them and make them loyal customers. 

Some applications of the Kano model include:

Product development: The Kano model can be used to identify and prioritize customer needs during the product development process. By understanding which features are considered basic, which are considered important, and which are considered desirable, businesses can develop products that truly meet customer needs.

Service design: The Kano model can also be applied in service design, to understand what customers expect from a service and how to meet or exceed their expectations.

Marketing: The Kano model can be used in market research to identify what attributes are most important to customers, and then use this information to create effective marketing messages.

Customer service: The Kano model can also be used to improve customer service by identifying which customer needs are not being met, and then taking steps to address them.

The importance of the Kano model is that it helps businesses and organizations to understand their customers' true needs and wants, and to prioritize which features or services to develop or improve. 

Additionally, it is a tool that can help organizations to identify opportunities for innovation and differentiation from their competitors.

It is a fact of life that customers' expectations and/or needs change over time, so this is an analysis you should never cease to conduct.

I am incredibly grateful that you have taken the time to read this post. 

Your support and engagement mean the world to me, and I truly appreciate your interest in the topics I write about. 

I hope that you have found this post informative, educational and engaging. 

If you are interested in reading more of my work, please visit other articles here on the website.

I promise to continue providing valuable and high-quality content for your enjoyment and education. 

Thank you again for reading and I hope to see you soon!

Here are some related articles you may enjoy:

There are even more good things I've prepared for you!

Subscribe below or click here to receive new posts in your Email!

Do you want to read some book notes and recommendations? Discover more here!

Do you want to have amazing weekly content curation? Discover more here!

Follow me on LinkedIn - Twitter - Instagram

Ready to make a positive impact? 

Support my work by sharing my content with your network. 

Your simple act of kindness can reach new heights and help spread valuable information.

Want to show your support in a tangible way? A virtual coffee is a small but mighty way to show your appreciation and give me the extra energy to keep crafting valuable content!

William Meller - Subscribe

No comments:

Post a Comment