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How do you use a Kano model to categorize the customer needs into basic, performance, and delighters?

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If you are working on a DMAIC project to improve a product or service, you need to understand what your customers want and expect from you. One way to do that is to use a Kano model, a tool that helps you categorize the customer needs into basic, performance, and delighters. In this article, you will learn how to use a Kano model and why it is useful for the Define phase of DMAIC.

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Keith Kornafel

Senior Program Manager | I'm the Tylenol for my team; targeting pain points and making an impact | Problem Solver |…
Pallav Rohatgi

Director at Zedroit | Certified Independent Director (IICA) | PMP | RMP | ACP | PMOCP | BEMBB | LSSBB | CCIO | CSP |…
Munish Bakshi

SVP Process Excellence & Business Transformation - Teleperformance DIBS

1 What is a Kano model?

A Kano model is a framework that classifies the customer needs or requirements into three types: basic, performance, and delighters. Basic needs are the minimum features or functions that the customer expects from the product or service. If they are not met, the customer will be dissatisfied. Performance needs are the attributes that the customer evaluates based on the level or quality of the product or service. The higher the level or quality, the higher the customer satisfaction. Delighters are the features or functions that the customer does not expect or ask for, but if they are present, they will surprise and delight the customer, creating a wow factor.

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Keith Kornafel

Senior Program Manager | I'm the Tylenol for my team; targeting pain points and making an impact | Problem Solver | Continuous Improvement Manager | Commercial Excellence Manager |
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Existing products and experiences set a level of expectations for the basic characteristics of functionality, quality, reliability, and cost. These basic expectations are often assumed by the customer to be so obvious, they are not explicitly stated as needs – they’re considered “unspoken” needs. If these unspoken expectations are not met, they cause great dissatisfaction with customers. On the other hand, innovations can create new features or pleasant surprises that cause excitement. Customers may not ask for things outside of their realm of experience or things “beyond belief.”

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Pallav Rohatgi

Director at Zedroit | Certified Independent Director (IICA) | PMP | RMP | ACP | PMOCP | BEMBB | LSSBB | CCIO | CSP | PMI Board Member | LinkedIn Top Voice | Driving Governance, Strategy, and Leadership Excellence
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Using the Kano Model to categorize customer needs involves a structured approach by collecting customer feedback through surveys or interviews. Identify and list potential features or attributes of your product or service. Classify these features into three categories: Basic needs, which customers expect and take for granted Performance needs, which directly affect customer satisfaction if they are fulfilled and Delighters, which exceed customer expectations and provide happiness. Analyze responses to determine which features fall into each category. This helps prioritize development efforts, ensuring basic needs are met, performance needs are optimized, and delighters are strategically implemented to enhance customer satisfaction.

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Munish Bakshi

SVP Process Excellence & Business Transformation - Teleperformance DIBS
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As we know kano model categorizes customer needs into three types: basic, performance & delighters. 1) Basic needs are expected and must be met. 2) Performance needs influence satisfaction. 3) Delighters exceed expectations & create loyalty. We should use customer surveys , interviews & feedback to identify these needs & ensure to prioritize efforts based on customer impact & satisfaction.

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2 How to use a Kano model?

To use a Kano model, you need to conduct a survey or interview with your customers and ask them two types of questions for each need or requirement: a functional question and a dysfunctional question. A functional question asks how the customer feels if the need or requirement is met, while a dysfunctional question asks how the customer feels if the need or requirement is not met. The answers are rated on a scale from 1 to 5, where 1 means very dissatisfied and 5 means very satisfied. Based on the combination of the ratings, you can plot the needs or requirements on a Kano matrix, which shows the relationship between the customer satisfaction and the fulfillment of the needs or requirements. The matrix has four quadrants: basic, performance, delighter, and indifferent. The basic quadrant contains the needs or requirements that have a high impact on dissatisfaction if not met, but a low impact on satisfaction if met. The performance quadrant contains the needs or requirements that have a linear relationship between satisfaction and fulfillment. The delighter quadrant contains the needs or requirements that have a low impact on dissatisfaction if not met, but a high impact on satisfaction if met. The indifferent quadrant contains the needs or requirements that have no impact on satisfaction or dissatisfaction, regardless of fulfillment.

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Firdaus Jahan

Consultant | Resiliency Coach | Writer | Lean | FMVA? | BIDA?
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Gather customer requirements and categorize them in to 3 categories: - Basic needs: Failure to meet these needs can result in dissatisfaction. - Performance needs: Better performance in these areas leads to higher satisfaction. - Delighters (excitement needs): These can differentiate your product or service from competitors. Use the insights gained from the Kano analysis to prioritize improvements or enhancements to your product or service. Focus on addressing basic needs first, followed by performance needs, and then consider incorporating delighters to create a competitive advantage.

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3 Why use a Kano model?

A Kano model is useful for the Define phase of DMAIC because it helps you prioritize the customer needs or requirements based on their impact on satisfaction and dissatisfaction. By using a Kano model, you can identify the critical to quality (CTQ) characteristics of your product or service, which are the basic and performance needs or requirements that you must meet or exceed to satisfy your customers. You can also identify the opportunities for innovation and differentiation, which are the delighter needs or requirements that you can add or enhance to exceed your customers' expectations and create loyalty. Moreover, you can avoid wasting time and resources on the indifferent needs or requirements that do not affect your customers' perception of value.

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Keith Kornafel

Senior Program Manager | I'm the Tylenol for my team; targeting pain points and making an impact | Problem Solver | Continuous Improvement Manager | Commercial Excellence Manager |
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To maximize the chances of success in the market, all three types of requirements (dissatisfiers, satisfies, delighters) must be addressed.

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4 How to analyze a Kano model?

Once you have plotted the needs or requirements on a Kano matrix, you can analyze the results and draw some meaningful conclusions for your DMAIC project. Consider which are the most important basic needs or requirements to avoid customer dissatisfaction, as well as the most influential performance needs or requirements that can increase customer satisfaction. Additionally, think about which delighter needs or requirements you can offer to delight your customers and gain a competitive edge, and which indifferent needs or requirements you can eliminate without affecting customer satisfaction. Finally, consider how the needs or requirements change over time and across different customer segments.

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5 How to apply a Kano model?

After analyzing the Kano model, you can apply the findings to your DMAIC project in various ways. For instance, you can define the scope and objectives of your project based on the CTQ characteristics and delighter opportunities. Additionally, you can develop a voice of the customer statement that summarizes customer needs and their importance. Furthermore, you can translate the VOC into measurable and specific quality characteristics for use in the Measure phase. Additionally, you can design or redesign product features or functions based on the Kano categories and their impact on customer satisfaction. Finally, you can monitor and control quality performance of your product or service based on the Kano categories and their feedback.

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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?

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How do you use a Kano model to categorize the customer needs into basic, performance, and delighters?

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1 What is a Kano model?

2 How to use a Kano model?

3 Why use a Kano model?

4 How to analyze a Kano model?

5 How to apply a Kano model?

6 Here’s what else to consider

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