How do you prioritize customer preferences using the Kano model?

1 What is the Kano model?

The Kano model was developed by Professor Noriaki Kano, a Japanese quality expert, in the 1980s. It is based on the idea that customer satisfaction depends on how well a product or service meets or exceeds customer expectations. The Kano model divides customer preferences into five types: must-be, one-dimensional, attractive, indifferent, and reverse. Each type has a different impact on customer satisfaction and loyalty.

2 How to identify customer preferences using the Kano model?

To identify customer preferences using the Kano model, you need to ask your customers two questions for each feature or attribute of your product or service: how do you feel if the feature is present, and how do you feel if the feature is absent. Based on the answers, you can assign each feature to one of the five types of customer preferences. For example, if a customer says that they are satisfied if a feature is present and dissatisfied if it is absent, then the feature is one-dimensional. If a customer says that they are delighted if a feature is present and neutral if it is absent, then the feature is attractive.

3 How to prioritize customer preferences using the Kano model?

To prioritize customer preferences using the Kano model, you need to consider the importance and feasibility of each feature. The importance of a feature depends on how much it affects customer satisfaction and loyalty. The feasibility of a feature depends on how easy or difficult it is to implement or maintain. Generally, you should prioritize features that are must-be, as they are the basic requirements that customers expect from your product or service. You should also prioritize features that are attractive, as they can create a competitive advantage and increase customer loyalty. You should balance features that are one-dimensional, as they can improve customer satisfaction but also increase customer expectations. You should avoid features that are indifferent or reverse, as they have little or negative impact on customer satisfaction and loyalty.

4 How to apply the Kano model to your service operations?

To apply the Kano model to your service operations, you need to conduct customer research to identify their needs, wants, and expectations. This will allow you to use the Kano model to categorize and prioritize customer preferences for your service features and attributes. Design and deliver your service based on these preferences and the Kano model. Finally, monitor and measure customer satisfaction and loyalty, so that you can update your service features and attributes accordingly.

5 What are the benefits of using the Kano model?

The Kano model can be invaluable for your service operations, helping you to better understand your customers and create value propositions that match their preferences. This model can also help to enhance customer satisfaction and loyalty by meeting or exceeding their expectations, as well as differentiating your service from competitors by offering attractive features. Additionally, the Kano model can help you optimize resources and costs by focusing on the most important and feasible features for your service. Moreover, it can be used to improve service quality and performance by continuously evaluating and improving service features and attributes.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?