Unexpected Quality: How Surprise Delighters Boost Client Satisfaction

Years ago, when working on my Six Sigma Green Belt certification, I learned to use the Kano analysis—a technique commonly used in product development and customer satisfaction to categorize features into five categories:

1) Basic Needs – essential features that customers expect.?

2) Performance Needs – These features directly correlate with satisfaction, i.e., the more you have the happier you are.

3) Excitement Needs (Delighters) – Unexpected, innovative features that significantly increase satisfaction, but the absence of these features will not cause dissatisfaction since they were unexpected to begin with.

4) Indifferent needs – These features neither significantly enhance nor diminish satisfaction.

5) Reverse Needs – These are features that, when present, can actually lead to dissatisfaction.

Throughout my career, I’ve attempted to remain focused on the “delighters” and where I can deliver unexpected quality to my clients.? What’s something I can deliver that's surprising, and differentiates me and my firm from our competitors?

Last week, I had the pleasure of being on the receiving end of unexpected quality. On an American Airlines flight from Charlotte to Dallas, I was lucky enough to get an upgrade to first class.? The flight attendant was extremely attentive and addressed everyone in our section by name from the beginning.? She was very kind and cheerful, and her love for her job was evident.? Near the end of the flight, she passed out a card on which she wrote the arrival gate and baggage claim for our flight and a personalized note on the back.? My seatmate and I were blown away!

I’ve thought about this occurrence multiple times in the last week and find myself asking the question—what can I do here to be a "Gwen"?? It’s a good reminder how much can be accomplished when we go about our day with a smile on our face, treat others the way we hope they treat us, and find little ways to deliver that “unexpected quality”.