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CRM - DR Kano's Model

Dr. Kano's model identifies three types of customer requirements: basic features that won't drive satisfaction if included but will cause dissatisfaction if excluded, performance features that directly impact satisfaction based on how well they are achieved, and excitement features that customers don't expect but provide added value. The model shows that satisfying explicit requirements only provides the first level of satisfaction, while innovations can excite customers but will soon be expected, and the greatest satisfaction comes from exceeding implicit or unspoken requirements that customers may not be aware of.

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86 views6 pages

CRM - DR Kano's Model

Dr. Kano's model identifies three types of customer requirements: basic features that won't drive satisfaction if included but will cause dissatisfaction if excluded, performance features that directly impact satisfaction based on how well they are achieved, and excitement features that customers don't expect but provide added value. The model shows that satisfying explicit requirements only provides the first level of satisfaction, while innovations can excite customers but will soon be expected, and the greatest satisfaction comes from exceeding implicit or unspoken requirements that customers may not be aware of.

Uploaded by

jwpaprk1
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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CRM

Dr Kano’s Model
Prof. Bharat Nadkarni
Dr. Kano’s Model Customer Satisfaction
Early identified
Typically
performance
“Exciters” related
Quickly become expected

Spoken and
Innovations
expected
requirements
Requirements not satisfied Requirements satisfied

Unspoken but
expected requirements

Obvious to the casual observer


known only to experienced
users and designers
Typically undiscovered during
analysis of lessons learnt

Customer dissatisfaction
C R M : Prof Bharat Nadkarni
Dr Kano’s Model of Customer Satisfaction / Delight
Product features can be classified into
1. Basic features : include features which customers expect to have
and providing basic features will not result in customer
satisfaction. But not providing it will have dissatisfaction.
2. Performance features: include those features which are typically
spoken by customers. Customer satisfaction is directly related to
the degree of achievement. Satisfaction level is enhanced when
product performance is better than expected.
3. Excitement features: include those product features that
customers do not normally expect such as the extra functions
and convenience features. Excitement features make the product
pleasantly unique to the customers. This represents added value
to the customers with little or no extra perceived cost.
C R M : Prof Bharat Nadkarni
Dr Kano’s model shown in exhibit is a representation of customer
satisfaction relative to the various types of product features
discussed above.
The model represents three areas of customer satisfaction. The first
area of customer satisfaction depicted by the diagonal line
represents explicit requirements. These include written or verbal
requirements and are easily identified, expected to be met and
typically performance related. Satisfying customers would be rather
simple if these were the only requirements.
The second area of customer satisfaction represents innovation,
shown by the curved line. A customer’s written instructions are
often purposefully vague to avoid stifling new ideas during
conceptualization and product definition. Because they are
unexpected, these creative ideas often excite and delight the
customer. However, these ideas quickly become expected or copied
or imitated by competitors.
C R M : Prof Bharat Nadkarni
The third and most significant area of customer satisfaction
represents unstated or unspoken requirements as shown by the
lower curve. The customers may be unaware of them or may
assume that such requirements will be automatically provided.
Just meeting a customer’s needs is not enough, the organization
must exceed the customer’s expectations. Practically every time, to
take the customer from satisfaction level to delight level.
C R M : Prof Bharat Nadkarni

Thank you

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