How can you use the KANO model to identify customer needs?

1 What is the KANO model?

The KANO model, developed by Professor Noriaki Kano, a Japanese quality expert in the 1980s, is based on the concept that different types of customer needs have varying effects on customer satisfaction and loyalty. This model divides customer needs into three categories: basic needs, performance needs, and delighters. Basic needs are the minimum requirements customers expect from a service, also known as must-bes or dissatisfiers. Meeting basic needs does not increase satisfaction; it only prevents dissatisfaction. Performance needs are attributes customers use to compare and evaluate different service providers, also known as one-dimensional or satisfiers. The more these are met, the more satisfied customers will be. Delighters are features customers do not expect or ask for, but are pleasantly surprised by; they are also referred to as attractive or wow factors. Delighters can create a strong positive impression and increase customer loyalty; however, they can become expected or basic over time.

2 How to use the KANO model?

The KANO model can help you identify customer needs by conducting surveys, interviews, focus groups, or other methods of feedback collection. You should ask customers how they would feel if a certain feature or attribute of your service was present or absent, and then measure their satisfaction or dissatisfaction using a scale. For example, you could inquire about the cleanliness of the hotel room (Basic need), the room's spaciousness (Performance need), and whether the staff greets them by name (Delighter). You can then plot the results on a KANO diagram, which shows the relationship between customer satisfaction and the presence or absence of each feature. This diagram is divided into four quadrants: Q1 for features that increase satisfaction when present and decrease satisfaction when absent (Performance needs); Q2 for features that increase satisfaction when present and do not affect satisfaction when absent (Delighters); Q3 for features that do not affect satisfaction when present and decrease satisfaction when absent (Basic needs); and Q4 for features that decrease satisfaction when present and do not affect satisfaction when absent (Indifferent/Irrelevant needs). By using the KANO diagram, you can determine which features are most important to customers, so you can prioritize your service improvement efforts, allocate resources accordingly, and design your service strategy.

3 What are the benefits of the KANO model?

The KANO model can help you gain a deeper understanding of your customer needs and expectations, and how they affect their satisfaction and loyalty. By utilizing the KANO model, you can identify gaps and opportunities in your service quality and delivery, as well as focus on the features that matter most to your customers. Additionally, it can help you exceed customer expectations and create delighters, anticipate and adapt to changing customer needs over time, and increase your competitive advantage and market share.

4 What are the challenges of the KANO model?

The KANO model is not without its limitations and challenges. For example, the model is subjective and depends on how customers perceive and evaluate your service. It is also dynamic and changes over time. Additionally, it is complex and requires a lot of data and analysis. This means you may need to segment your customers, update your surveys and diagrams, design and conduct effective surveys, collect and process feedback, interpret results, and present the results accurately. You may even need to use software tools or experts to help you with the KANO model.

5 How to apply the KANO model in hospitality management?

The KANO model can be applied to any service industry, including hospitality management. This model can be used to evaluate existing service features and attributes, identify gaps and opportunities in service quality and delivery, prioritize service improvement efforts, allocate resources, design a service strategy, and monitor and measure service performance and customer feedback. For example, you can use the KANO model to assess hotel rooms, facilities, staff, food, customer satisfaction and loyalty scores, and other aspects of your service. This will help you determine which features to invest in, maintain, or eliminate or reduce in your service.

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?