Three Categories of Customer Satisfaction
The Kano Model categorizes product features based on their relationship to customer satisfaction with a product or service, revealing which attributes are essential, which drive performance, and which create delight.
Must-Have Features
Essential features that customers expect. Their absence causes dissatisfaction, but their presence doesn't increase satisfaction beyond neutral.
Performance Features
Features where satisfaction increases linearly with performance. Better execution directly translates to higher customer satisfaction.
Delight Features
Unexpected features that create positive surprise and delight. Their absence doesn't cause dissatisfaction, but their presence creates loyalty.
Transform Customer Insights into Strategy
Kano analysis provides actionable insights for product development, feature prioritization, competitive positioning, and customer experience optimization.
Product Development
Prioritize feature development by understanding which capabilities are essential, which drive satisfaction, and which create unexpected delight.
Competitive Strategy
Identify opportunities to exceed competitor offerings through strategic investment in performance features and innovative delight elements.
Customer Experience
Design experiences that satisfy basic needs, excel at performance drivers, and surprise customers with unexpected moments of delight.
Kano Model Framework
Key Benefits
- Clear feature prioritization
- Resource allocation guidance
- Customer satisfaction optimization
Structured Kano Analysis Approach
Our systematic methodology ensures accurate feature classification and actionable insights that directly inform product strategy and development priorities.
Feature Identification
Collaborate to identify and define the specific features, attributes, or capabilities to be evaluated.
Questionnaire Design
Develop paired questions for each feature to capture functional and dysfunctional customer responses.
Data Collection
Execute comprehensive survey across target customer segments to capture satisfaction relationships.
Classification & Strategy
Apply Kano evaluation table to classify features and develop strategic recommendations for product development.