Kano Model | Introduction, Working, and Benefits

The Kano Model, developed by Professor Noriaki Kano in the 1980s, is a framework used to analyze and prioritize customer needs based on their impact on satisfaction. It helps product teams make informed decisions by comparing the customer value of a feature against its implementation cost. The core idea behind the Kano Model is that:

• Not all features contribute equally to customer satisfaction — some merely meet expectations, while others delight users and create a competitive edge.
• In product management, the model serves as a practical tool to identify which features truly drive customer happiness, guide prioritization efforts, and support data-driven, customer-centric decision-making.
• It classifies product features into five categories, each reflecting a different level of influence on customer satisfaction.

Example: Let's keep in mind a cellphone. A lengthy battery lifestyles (More is Better) can beautify customer pride. However, the absence of a physical keyboard (Must-Have) would possibly result in dissatisfaction. Now, imagine the smartphone offers a voice-controlled digital assistant (Delighter) – clients may be extremely joyful by this sudden function.

History of the Kano Model

The Kano Model was developed by Professor Noriaki Kano in the 1980s. Noriaki Kano, a Japanese professor of quality management, introduced the model in his article titled "Attractive Quality and Must-be Quality," which was published in the Japanese magazine "Nikkei Business" in 1984. The model was later popularized in the English-speaking world through its inclusion in the Harvard Business Review in 1986.

The Kano Model was initially created to provide a more nuanced understanding of customer satisfaction and product development. Professor Kano sought to go beyond traditional methods of measuring customer satisfaction, which often focused solely on meeting or exceeding customer expectations. The model was designed to capture the dynamic and evolving nature of customer preferences.

Professor Noriaki Kano, a Japanese researcher and representative, brought the Kano Model as a way to research purchaser satisfaction and product attributes. His paintings has had a widespread effect on exceptional control and product improvement, making the Kano Model a fundamental idea in those fields.

How Does Kano Model Work?

The Kano Model, developed by Professor Noriaki Kano in the 1980s, is often represented as a two-dimensional graph, where the x-axis shows the degree of implementation of a feature, and the y-axis shows customer satisfaction.

It helps businesses prioritize product features, allocate resources effectively, and balance basic expectations with delightful innovations. By understanding how different attributes impact satisfaction, organizations can create products that better meet and exceed customer needs.

5 Categories of Kano Model

1. Basic Needs (Must-Have):

Description: Fundamental features customers expect by default. Their presence doesn’t increase satisfaction, but their absence causes strong dissatisfaction.

Working Principle: Meeting these needs prevents unhappiness, but exceeding them doesn’t significantly enhance satisfaction.

Example: In the context of a smartphone, basic needs include fundamental functions like making calls and sending text messages. Customers naturally expect these features, and their absence leads to immediate dissatisfaction.

2. Performance Needs (More is Better):

Description: Features with a direct, linear relationship to satisfaction — better performance leads to higher satisfaction.

Working Principle: The more these needs are improved, the happier customers become.

Example: In a smartphone, performance needs include features like a larger display or a faster processor. Customers appreciate these improvements, as they enhance satisfaction, but their absence doesn’t necessarily lead to dissatisfaction.

3. Excitement Needs (Delighters):

Description: The more these needs are improved, the happier customers become.

Working Principle: Their presence greatly increases satisfaction, but their absence doesn’t cause dissatisfaction.

Example: A smartphone offering a voice-controlled digital assistant like Siri or Google Assistant is an example of an excitement need. Customers may not expect this feature, but its presence pleasantly surprises and delights them.

4. Indifferent Needs (Take It or Leave It):

Description: Features that have little or no impact on customer satisfaction — customers are neutral toward them.

Working Principle: Whether these features exist or not, satisfaction remains largely unchanged.

Example: Some smartphones offer customization options such as choosing the device’s color or case design. However, most customers are indifferent to these features, as they have little impact on overall satisfaction.

5. Reverse Needs (Dissatisfaction When Present):

Description: Features that can cause dissatisfaction when present but do not increase satisfaction when absent.

Working Principle: Often unwanted or intrusive features that harm the user experience.

Example: In the context of a smartphone, pre-installed bloatware or intrusive ads are examples of reverse needs. Their presence often leads to customer dissatisfaction, while their absence doesn’t necessarily increase satisfaction.

Benefits of the Kano Model

The Kano Model offers numerous blessings to corporations:

Prioritization: It helps businesses prioritize feature development based on their impact on customer satisfaction.

Differentiation: Identifies “delighter” features that create a competitive edge and make products stand out.

Improved Customer Satisfaction: Ensures both basic needs and delight factors are addressed, leading to higher overall satisfaction and loyalty.