How do you update and refine the Kano model based on customer feedback and changing expectations?

2 Analyze feedback

The second step is to analyze the feedback and assign each feature to one of the Kano categories. You can use the Kano questionnaire, which asks customers to rate how they would feel if a feature was present or absent, on a scale from very satisfied to very dissatisfied. Alternatively, you can use the Kano evaluation table, which maps the customer satisfaction and dissatisfaction scores to the Kano categories. You should also consider the frequency, importance, and feasibility of each feature, to prioritize them accordingly.

3 Validate feedback

The third step is to validate the feedback and the categorization with a representative sample of your customers. You can use methods such as focus groups, beta testing, or A/B testing, to verify if your assumptions and interpretations are correct. You should also check for any inconsistencies, outliers, or biases in the data, and adjust the categories if needed. The validation step helps you confirm or refine your understanding of customer needs and expectations, and avoid costly mistakes or missed opportunities.

4 Implement feedback

The fourth and final step is to implement the feedback and the categorization into your product development and improvement process. You should use the Kano model as a guide for deciding which features to add, enhance, maintain, or eliminate. You should also communicate the value and benefits of your features to your customers, and measure their satisfaction and loyalty over time. The implementation step helps you deliver a product that meets or exceeds customer expectations, and creates a competitive advantage.