The Kano Model Explained

EPM
4 Feb 202112:26

Summary

TLDRThe video explains the Kano Model, a tool for prioritizing product features based on customer satisfaction. It discusses five types of features: must-have, performance, delight, indifferent, and reverse. Must-have features are essential but don't delight; performance features increase satisfaction; delight features surprise and please customers; indifferent features don't matter, and reverse features annoy. The video walks through a five-step process to gather customer feedback, categorize features, and prioritize them, helping product managers make informed decisions to improve customer satisfaction and product success.

Takeaways

  • πŸ“ The Kano Model helps product managers prioritize features based on customer satisfaction to enhance the product's success.
  • 🎯 The model uses two axes: whether a feature is present or absent and how customers react (dissatisfied to delighted).
  • 🚦 Features are categorized into five types: must-have, performance, delight, indifferent, and reverse features.
  • πŸ”‘ Must-have features are basic requirements; their absence leads to dissatisfaction, but their presence doesn't delight.
  • πŸ“ˆ Performance features increase satisfaction proportionally as their functionality improves (e.g., bigger beds or better TVs in hotels).
  • πŸŽ‰ Delight features surprise and please customers but are not expected; their absence doesn’t cause dissatisfaction (e.g., a room upgrade).
  • 😐 Indifferent features don't impact customer satisfaction, whether present or absent (e.g., a rug in a hotel room).
  • πŸ”„ Reverse features cause dissatisfaction when present but satisfaction when absent (e.g., having to queue for breakfast).
  • ⏳ Over time, delight features may become performance or must-have features due to habituation (e.g., TVs in hotel rooms).
  • πŸ“Š The Kano Model process involves selecting features, surveying customers, categorizing responses, collating data, and prioritizing based on feature type.

Q & A

  • What is the main purpose of the Kano model in product development?

    -The Kano model helps product managers prioritize features based on how much they will delight customers, ensuring that customer satisfaction is at the core of product development.

  • Who developed the Kano model and when?

    -The Kano model was developed by Dr. Noriaki Kano, a professor of quality management from Tokyo University, in the 1980s.

  • What are the two axes used in the Kano model to evaluate features?

    -The x-axis represents whether the feature is absent or present in the product, and the y-axis represents how the customer responds to the feature, ranging from dissatisfaction to delight.

  • What are 'must-have' features in the Kano model, and how do they affect customer satisfaction?

    -'Must-have' features are basic requirements that customers expect. If present, customers feel neutral, but if even one is absent, they become very dissatisfied.

  • What are 'performance' features, and how do they influence customer satisfaction?

    -'Performance' features improve the product's functionality. The more a customer gets of these features, the more satisfied they will be. If these features are absent, customers will be slightly dissatisfied.

  • What are 'delighter' features, and why are they important in product development?

    -'Delighter' features are unexpected elements that significantly increase customer satisfaction when present. However, their absence does not lead to dissatisfaction because customers do not expect them.

  • What are 'indifferent' features in the Kano model?

    -'Indifferent' features are those that customers don't care about. Whether they are present or absent, customers remain neutral.

  • What are 'reverse' features, and how do they impact customer satisfaction?

    -'Reverse' features are those that annoy customers if present, but make them happy when they are absent. These features should be removed from the product.

  • What is habituation in the context of the Kano model?

    -Habituation refers to how a customer’s perception of a feature changes over time. Features that once delighted customers may eventually become performance features and later, must-have features.

  • What are the five steps to use the Kano model for feature prioritization?

    -The five steps are: 1) Select the features to consider, 2) Survey customers using functional and dysfunctional questions, 3) Categorize each answer using a Kano table, 4) Collate the data, and 5) Prioritize the features based on the survey results.

Outlines

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Keywords

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Related Tags
Kano ModelProduct ManagementFeature PrioritizationCustomer SatisfactionDelight FeaturesMust-Have FeaturesPerformance FeaturesSurvey TechniquesProduct StrategyCustomer-Centric