So, you have a robust product roadmap. It's got all the product features you need, from the most basic to the most innovative. Now, how did you prioritize these features?
And, are you sure you prioritized things correctly?
With limited resources, all organizations strive to prioritize those activities that drive the most value. This is particularly true in product development. Focusing on the right or wrong set of features can make or break your product (or even company).
The Kano Customer Satisfaction Model is a theory of product development and customer satisfaction developed by Professor Noriaki Kano. This framework provides a rational, structured approach to product development, offering tremendous insight into the product attributes that are perceived to be important to customers.
The Kano Customer Satisfaction Model focuses on differentiating product features, as opposed to focusing initially on customer needs.
To understand this model, first, we must define the concepts of Satisfaction and Functionality–the 2 dimensions that form the basis of the Kano Model.
Remember, there is a cost to developing functionality, which is why proper prioritization is so critical.
Kano classifies product features into 4 categories, driven by how customers react to the level of Functionality. These categories are as follows:
To better grasp what these categories represent, lets map these 4 categories against the axes of Satisfaction (y-axis) and Functionality (x-axis). See the diagram below.
Here are the immediate take-aways:
Kano also noted that, customers get spoiled over time, as they get used to features. Thus, features once deemed Attractive, over time become Performance features and eventually become Must-Be features. This disenchantment is driven by many factors, including technology evolution and the emergence of competitors who all bring the same functionality as incumbents. Therefore, any analysis done using this model is only a current snapshot. It needs to be updated regularly to keep up with changing customer expectations.
How do you product features map against Satisfaction and Functionality? What other insights can you gather from the Kano Customer Satisfaction Model?
You can download an editable PowerPoint about the Kano Customer Satisfaction Model here on the Flevy documents marketplace.