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Download the KANO model by clicking below and follow the instruction.

KANO-model

Get to keep your customer.

Take a look at the KANO model. We guide you to list the features of your service and/or product and fit them in the model. You will classify each feature how it is experienced by your customers. Once you got a good view on features for your customers, we’ll define the actions you can test and implement in order to keep customers! Yes, you will get immediate view on exactly what to do to keep customers. Give it a go!

KANO model – Solution categories

The idea we use is simple: we will categorize customers requirements, so you get an insightful understanding of what solution or features should be provided by your service (or your product for that matter) and how you can influence customer (dis)satisfaction.

The three categories we will use and what they mean:

Category	Meaning	Example
Performance	Some features behave as what we might intuitively think that “satisfaction” works: the more we provide, the more satisfied our customers become.	Package delivery time; the faster you can deliver an online order to the customer, the better the service is perceived.
Basic	Other features are simply expected by customers. If the service doesn’t have them, it will be considered to be incomplete or just plain bad.	An online “webstore” where you can not order an item;
Excitement	Unexpected features which, when presented, cause a positive reaction.	A restaurant that presents a coloring picture with crayons to every visiting child (to kill waiting time)

What you need to know from the model to define actions:

The graphic has two axes:

the vertical axe representing the level of satisfaction

the horizontal axe representing the level of execution

the spot where the two axes cross each other represent a simply correct execution resulting in a neutral level of satisfaction

basic category (green arrow): The customer simply expects these features to be present. Remove the feature and you will have an unhappy customer. Deliver the feature in the best way possible and the customer will feel “serviced” (and not more than that). You will not get a very satisfied customer from this feature, even if you deliver it in the best way possible.
As an example think about a smartphone: if you are not able to make a call with it, you’re not supposed to call it a phone.

performance category (blue arrow): The better you deliver this feature, the more satisfied a customer is.
As an example think about a smartphone: the more battery life, the greater the satisfaction is.

excitement category (red arrow): The customer does not expect these features to be present, but they give the customer a wow-feeling. Even if the feature is badly executed during delivery, they still amaze the customer.
As an example think about a smartphone: by downloading APPs you can add functionality to your smartphone.

Now, with these guidelines, you are able to define the actions you should take and the actions you should not take. Hence, place your features on the KANO model and see how they contribute to customer satisfaction.

Improve the features that are worthwhile invisting in.

Deliver the features that can be offered even if you’re not able to execute the delivery in a perfect way. Consider delivering them in a planned manner.

Improve the features that should be better executed.

This should get you started on your road towards customer delight.