The Kano Model, developed by Professor Noriaki Kano in the 1980s, is a framework that helps businesses understand and prioritize customer needs. It categorizes features or attributes of a product or service based on their impact on customer satisfaction. By implementing this model, startups can strategically focus on features that will most effectively enhance customer satisfaction and loyalty.
The kano model categories
- must-be attributes (basic needs)
These are the fundamental features that customers expect. If these are not met, customers will be extremely dissatisfied. However, if these needs are fulfilled, customers may not necessarily be more satisfied, as they take these features for granted.
Real-world example: For a ride-sharing app like Uber, having a functional GPS that tracks the ride is a basic need. Customers expect it as a given, and its absence would lead to significant dissatisfaction. - performance attributes (one-dimensional needs)
These are the features that customers consciously desire. The better these features are, the more satisfied the customer will be. Satisfaction and dissatisfaction are directly proportional to the performance of these attributes.
Real-world example: In a smartphone, battery life is a performance attribute. The longer the battery lasts, the more satisfied customers will be. Conversely, poor battery life leads to dissatisfaction. - attractive attributes (delighters)
These are unexpected features that surprise and delight customers. If they are present, they significantly enhance customer satisfaction. However, their absence does not lead to dissatisfaction, as customers do not expect them.
Real-world example: When Slack introduced animated GIF support for chat messages, it was a delighter for users. It wasn’t expected but added fun to the communication, significantly boosting user satisfaction. - indifferent attributes
These are features that do not significantly impact customer satisfaction, whether they are present or absent. They neither add value nor cause dissatisfaction.
Real-world example: A complex equation-solving feature in a simple note-taking app might be an indifferent attribute for most users, who neither expect nor use it. - reverse attributes
These are features that cause dissatisfaction when present, as they might appeal to some customers but repel others. It’s essential to identify these carefully as they can alienate a portion of the customer base.
Real-world example: Facebook’s frequent notifications can be a reverse attribute for some users who find them intrusive, leading to dissatisfaction.
Implementing the kano model for your startup
- identify and categorize features
Begin by listing all the potential features or attributes of your product or service. Use surveys, interviews, and customer feedback to understand which category each feature falls into—must-be, performance, attractive, indifferent, or reverse. - prioritize based on customer feedback
Focus on ensuring that all must-be attributes are fully met first. These are non-negotiable. Then, invest in enhancing performance attributes, as these will directly impact customer satisfaction. Lastly, consider adding attractive attributes that can delight your customers without significant extra cost or effort. - balance resources effectively
Avoid spending too much time or money on indifferent attributes, as they won’t significantly impact customer satisfaction. Be cautious with reverse attributes, as what pleases one segment might alienate another. - continuously revisit the kano model
Customer expectations evolve over time. Features that were once considered attractive can become performance attributes or even must-be attributes. Regularly revisit the Kano Model to re-evaluate and adjust your product strategy.
Applying the kano model in your startup
For your startup, start by understanding what your core customers expect from your product or service. Conduct surveys or interviews to map out the must-be, performance, and attractive attributes. Use this information to guide your product development process, ensuring that you’re meeting basic needs first and then focusing on enhancing features that can lead to higher satisfaction and differentiation in the market.
For instance, if you’re developing a software tool for project management, ensure that the must-be attributes like task management and file sharing are flawless. Then, focus on performance attributes like user-friendly interfaces and fast loading times. Lastly, consider adding attractive features like AI-based task suggestions, which could delight users and set your product apart from competitors.
By systematically applying the Kano Model, you can build a product that not only meets but exceeds customer expectations, driving satisfaction and loyalty.