The Kano model is a theory of product development and customer satisfaction. It was developed by Japanese researcher Noriaki Kano in the 1980s. The model helps businesses understand and prioritize which features of their product or service will most effectively satisfy and delight customers.
The Kano model categorizes product features into three groups:
Must-have or basic features
The must-have features are the basic features that customers expect a product or service to have to meet their minimum requirements. If these basic features are not present, customers will be dissatisfied. For example, a smartphone must have a functioning touchscreen and the ability to make phone calls.
Performance features are features that are important to customers and can increase customer satisfaction, but their absence won’t necessarily lead to dissatisfaction. For example, a smartphone that has a long battery life or a high-quality camera.
Delight features are unexpected features that can create a positive emotional response from customers. These features can set a product or service apart from competitors and can create loyal customers. For example, a smartphone that has a built-in projector or has a unique design.
In summary, the Kano model helps businesses to understand what features of their product or service are most important to customers and how to prioritize their development efforts. By focusing on delight features, businesses can create a unique selling point and increase customer loyalty.