Discovering the Kano Model

Summary

The Koo Model is a framework for understanding customer needs at both conscious and subconscious levels, categorizing them into performance, basic, and excitement requirements. Performance requirements are actively evaluated by customers and can lead to satisfaction or dissatisfaction. Basic requirements are expected but do not enhance satisfaction; their absence leads to dissatisfaction. Excitement requirements provide delightful innovations that enhance satisfaction without causing dissatisfaction when absent. The model emphasizes the need for continuous innovation, as what delights today can become standard tomorrow, making it crucial for businesses to adapt and evolve to meet customer expectations.

Takeaways

• 😀 Understanding customer needs is crucial for creating successful products and services.
• 🧠 Customers make decisions on both conscious and subconscious levels.
• 📊 The Koo Model categorizes customer needs into three main types: performance, basic, and excitement requirements.
• 🚗 Performance requirements directly impact customer satisfaction and are consciously evaluated.
• 🏨 Basic requirements are taken for granted but lead to dissatisfaction when unmet.
• ✨ Excitement requirements delight customers when present but do not cause dissatisfaction when absent.
• 🔄 Over time, excitement requirements can become expected and eventually basic requirements.
• 🤔 Indifferent requirements are those that customers do not care about at all.
• 🔻 Reverse requirements can decrease satisfaction when present and increase satisfaction when absent.
• 📈 The Koo Model helps prioritize development efforts and identify gaps in market research.

Q & A

What is the Koo Model?

The Koo Model, developed by Professor Norak Kono, is a framework for understanding customer needs at both conscious and subconscious levels, focusing on how these needs influence customer satisfaction.

What are the three main types of customer needs in the Koo Model?

The three main types of customer needs are performance requirements, basic requirements, and excitement requirements.

How do performance requirements affect customer satisfaction?

Performance requirements can both satisfy and dissatisfy customers depending on how well they are executed, as these are actively evaluated during the decision-making process.

What distinguishes basic requirements from performance requirements?

Basic requirements do not add to customer satisfaction when present, but their absence can lead to significant dissatisfaction. Customers typically take these for granted until they are violated.

Can you provide an example of excitement requirements?

An example of excitement requirements is a car that never needs to be washed. This feature delights customers but does not cause dissatisfaction if it is absent.

What happens to excitement requirements over time?

Excitement requirements can evolve into performance requirements and eventually basic requirements as they become expected by customers, necessitating continuous innovation.

What are indifferent requirements in the Koo Model?

Indifferent requirements are features or needs that customers do not care about, regardless of whether they are present or absent.

What are reverse requirements?

Reverse requirements are features that decrease customer satisfaction when present and increase satisfaction when absent, although they are relatively rare.

How can businesses effectively gather customer requirements according to the Koo Model?

Businesses can use methods like the Kono survey to determine and graphically plot customer requirements into the various categories outlined in the Koo Model.

Why is understanding customer needs important for businesses?

Understanding customer needs is crucial for designing products and services that deliver value, quality, and innovation, ultimately driving customer satisfaction and loyalty.