This model provides a framework for understanding how different features of a product or service impact customer satisfaction, allowing organizations to prioritize development efforts effectively.
According to the Kano Model, customer preferences are classified into five distinct categories, each representing different levels of influence on satisfaction.
In a callcenter, providing special offers and compensations to customers or the proactive escalation and instant resolution of their issue is an attractive feature.
Examples: In a callcenter, highly polite speaking and very prompt responses might not be necessary to satisfy customers and might not be appreciated by them.
These attributes refer to a high degree of achievement resulting in dissatisfaction and to the fact that not all customers are alike.
In a hotel, producing elaborate photographs of the facilities that set high expectations which are then not satisfied upon visiting can dissatisfy the customers.
Based on the combination of answers by one participant for the functional and dysfunctional questions, one can infer the feature category.
[18] Mixing Kano types in QFD matrices can lead to distortions in the customer weighting of product characteristics.
For instance, mixing Must-Be product characteristics—such as cost, reliability, workmanship, safety, and technologies used in the product—in the initial House of Quality will usually result in completely filled rows and columns with high correlation values.
The Kano model offers some insight into the product attributes which are perceived to be important to customers.