Customer Satisfaction
Kano Model
The Kano Model categorizes product features into Basics (must-haves), Performance (more is better), and Delighters (unexpected value). It reveals which features drive satisfaction.
When to Use This Framework
Determining feature priorities
Understanding satisfaction drivers
Planning feature roadmap
Customer segmentation
How to Apply This Framework
- 1
List all features
- 2
Conduct Kano survey (functional and dysfunctional questions)
- 3
Categorize responses into Basics/Performance/Delighters
- 4
Map feature categories
- 5
Prioritize Delighter development
- 6
Manage Basic factor expectations
Real-World Examples
Apple designing delighter features
Netflix adding download feature (basic becoming delighter)
Slack's emoji reactions as delighter
Strengths
- Identifies satisfaction drivers
- Explains why more features ≠ happier customers
- Guides product roadmap
Limitations
- Surveys required for categorization
- Categories can shift over time
- Hard to identify true delighters
Related Frameworks
Consider combining this framework with:
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