Using the KANO Model to Improve Customer Satisfaction
Posted by Gul Khan in Measurement on September 4th, 2008
Handling customer requirements for web projects can be a very daunting task. How do we break down your customer needs into a meaningful implementation roadmap? What are the basic features and functions that we must have? What are the “wow” factors? On top of that, how do we reconcile customer needs with business requirements?
I’ve been using the KANO model for some time now with great effect for several of our web development projects. So far, it has worked better than all expectations. Basically, it helps us to break down the customer requirements (derived by conducting various types user research) into the Basic, Performance and “Wow” components and allows us to adopt a tactical approach to website re-design roadmaps. To those who are familiar with the KANO model will immediately understand what I’m driving at. To the rest who are not familiar with this model, here’s a quick explanation:
The KANO model essentially breaks features into three separate categories:
- The “must have” features (i.e. the basic requirements)
- The “performance” features
- And lastly, the “excitement” or “wow” features
How do these three different types of features affect customer satisfaction?
- Basic: Customers get pretty annoyed when this type of feature is missing but they are neutral when it is available. For example, a hotel room with no toilet paper.
- Performance: Customer satisfaction increases as this type of feature is better implemented; example the fuel efficiency of a car.
- Excitement or Wow features: Customers won’t be too disappointed if these are missing but having these features can result in great customer satisfaction and it can differentiate you from your competitors.
If you want to learn more, then c2c Solutions have a great 8-Minute KANO Model Tutorial. I highly recommend it to anyone who wants to learn more about this model.
