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The Kano model

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In the 1980s professor Noriaki Kano developed a theory of product development and customer satisfaction. Today, this model is even more relevant as quality becomes universal and only the customer experience sets companies apart.

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The Kano model

  1. 1. WE MAKE THEM TALK ABOUT YOU The Kano model
  2. 2. thebrandmanual.com The Kano model is a theory of 
 product development and customer satisfaction developed in the 1980s 
 by Professor Noriaki Kano.
  3. 3. thebrandmanual.com Delighful feature Hygiene feature Linear feature Source: Prof. Noriaki Kano Delightful feature: an attribute that people love but do not know to expect. Linear feature: one that people expect and the more one gets the better. Hygiene feature: a must- have. People not only expect these - they depend on them.
  4. 4. thebrandmanual.com Delighful feature Hygiene feature Linear feature Source: Prof. Noriaki Kano Eg. car: satellite navigation with real-time traffic and self-driving function Eg. car: better and better fuel economy, lower operating costs Eg. car: it works without problems, long warranty
  5. 5. thebrandmanual.com Most companies compete in the 
 two lower categories, and face incredible downward price pressure. Delighful feature Hygiene feature Linear feature
  6. 6. thebrandmanual.com To deliver an outstanding customer experience, stand out in the top category. The only area not competing on price. Delighful feature Hygiene feature Linear feature
  7. 7. thebrandmanual.com Try this exercise…
  8. 8. thebrandmanual.com CARS PHONES COFFEE SHOP YOU Delightful feature Self-driving Seamless integration w/ devices Valueing repeat customers w/no sign-up ? Linear 
 feature Amazing fuel economy Long battery life Special offers and comfy seating ? Hygiene 
 feature Excellent build quality Apps and camera 600 kinds of 
 fancy coffees ? IDENT O L G O YOU!
  9. 9. thebrandmanual.com No delightful feature?
  10. 10. WE MAKE THEM TALK ABOUT YOU Don’t worry. You can service design one.

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