How to delight your customers?
The best marketing doesn't feel like marketing is doing rounds on the internet. You must have come across this phrase as well.?
Your buyers know they are surrounded by marketing messages trying to change their behavior, and purchasing choices.
They are well aware and hence a lot of marketing has become obvious.
Which makes it obvious that you have to stand out to survive.?
And one among many ways to stand out in an over-saturated or crowded market, you have to delight your customers.?
Today, I'll share a one-time tested framework created by Dr. Haruki Kano that can help you give regular dopamine spikes to your customers.
I was introduced to the Kano Model by Andre Mores last year. I was undergoing his course on Heuristic Walkthroughs for Conversion Audit.
His course was amazing and he explained multiple models and frameworks like the Rubikon Model and using limbic maps (this one was amazing) for better conversions.
Do enroll in Andre’s course if you want to up your conversion audit ante.?
What is the Kano Model?
The Kano Model is a 1980s framework designed by Professor Noriaki Kano for developing products that increase customer satisfaction.?
His framework categorizes features of a product into five different categories depending on their impact on customer satisfaction.?
The Kano Model is pretty straightforward and easy to understand. Plus, to make it more relatable, I'm considering an article as a product. It will help you drive the point home faster.?
The five main components of the Kano Model are:
Must-Haves
These are the features that every visitor expects to be present in your article. So, If you include them, you don't move your visitors' satisfaction needle whatsoever.
But god forbid if you forget to include them -- your visitors' satisfaction will nose dive.
For example, are you going to purchase a car that is doing rounds on news of a malfunctioning steering wheel?
No -- you won’t consider such a car. If you can’t steer it properly, the vehicle has no utility! It is a must-have.?
For an article, below is a quick checklist of must-have features:
The performance or Linear Features
These are the ones your visitors are looking for. These are at the top of their mind when they land on your article.?
If you add/execute the linear features really well, it leads to an increase in your visitors' delight and satisfaction. Also, the more linear features you add, the more is the satisfaction of your visitor.?
Below is a checklist of linear features for an article:
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Delighters
You might have understood what these features do. These are the ones that you offer to your visitors when they aren't expecting them whatsoever. If you implement these features well, you skyrocket your visitor's delight.?
And what if they aren't present in your article?
Nothing happens. There is no adverse effect. Because no one was expecting them to be there, their absence makes no difference.?
Below is my small checklist of delighters for an article. And as always, you can add more:
Reverse
These basically are items from your not-to-do list. Their presence hurts your visitors’ delight.
These could be:
1. Cheap psych tricks?
2. Stock images?
3. Blatant plagiarism
4. Anything that you think is awful like guilt-tripping your reader, etc…
Indifference?
Indifferent: These are the features that don't change customers' satisfaction regardless if you execute these features perfectly or not. Collapsable sections, for example.?
Everything aside, the best thing Kano Model offers is a framework to continuously innovate our content, Ads, Website, and other marketing activities.
How? Let’s find out:
How Does the Kano Model Help You Innovate?
Can you see the arrows pointing from delighter towards must-have? Now, what does this tell us? It means that with time, your delighters will transform into linear features, and slowly they will become the must-have.
A classic example to understand this phenomenon is your smartphone. There was a time when people would have purchased a phone without a camera. Today, if a phone has no camera, forget buying, nobody is gonna even consider such a phone.?
Thus, as soon as your delighter becomes a linear feature, you have to start thinking about a new delighter. That way you continuously innovate in your marketing.?
Also, the Kano Model tells us that every new cool feature comes with an expiry date. And the arrival of the expiry date is directly proportional to how fast others adopt the new cool feature.
Key Takeaway