Kano model:
development plan based on performance enhancement and
customer satisfaction levels. The kano model avoids feature
development on ideas that won't enhance customer satisfaction so
that you can please your customers quicker.
The Kano Model is one of many prioritization frameworks designed
To help product teams prioritize initiatives. For example, Kano can
Help teams determine which features will satisfy and even delight
Customers. Product managers often use the Kano Model
To prioritize potential new features by grouping them into
Categories. These feature categories can range from those that
Could disappoint customers to those likely to satisfy or even
Delight customers. This strict focus on how customers react to each feature
Distinguishes the Kano Model from other prioritization
Frameworks. The Benefits vs. Cost Model, for example, might use
Customer satisfaction among its scoring criteria but might also use
Different criteria, such as increased revenue. With the Kano Model,
The key consideration for any new feature is how much it will
Satisfy users.
What is the History of the Kano Model?
• Dr. Noriaki Kano, a professor of quality management at the
Tokyo University of Science, created the Kano Model in 1984. As
Author Dave Verduyn explains, Dr. Noriaki developed this
Framework while researching the factors that contributed to
Customer satisfaction and loyalty.
• The model identifies five categories of potential customer
, Reactions to a new feature, ranging from dissatisfaction to
Indifference, all the way up to what many call customer
Delight or excitement features.
How does Kano model work?
• Using the Kano Model, product teams pull together a list of
Potential new features vying for development resources and
Space on the roadmap. The team will then weigh these features
According to two competing criteria:
1. Their potential to satisfy customers.
2. The investment is needed to implement them.
• You can also think of the Kano Model as the “Customer Delight
Vs. Implementation Investment” approach.
development plan based on performance enhancement and
customer satisfaction levels. The kano model avoids feature
development on ideas that won't enhance customer satisfaction so
that you can please your customers quicker.
The Kano Model is one of many prioritization frameworks designed
To help product teams prioritize initiatives. For example, Kano can
Help teams determine which features will satisfy and even delight
Customers. Product managers often use the Kano Model
To prioritize potential new features by grouping them into
Categories. These feature categories can range from those that
Could disappoint customers to those likely to satisfy or even
Delight customers. This strict focus on how customers react to each feature
Distinguishes the Kano Model from other prioritization
Frameworks. The Benefits vs. Cost Model, for example, might use
Customer satisfaction among its scoring criteria but might also use
Different criteria, such as increased revenue. With the Kano Model,
The key consideration for any new feature is how much it will
Satisfy users.
What is the History of the Kano Model?
• Dr. Noriaki Kano, a professor of quality management at the
Tokyo University of Science, created the Kano Model in 1984. As
Author Dave Verduyn explains, Dr. Noriaki developed this
Framework while researching the factors that contributed to
Customer satisfaction and loyalty.
• The model identifies five categories of potential customer
, Reactions to a new feature, ranging from dissatisfaction to
Indifference, all the way up to what many call customer
Delight or excitement features.
How does Kano model work?
• Using the Kano Model, product teams pull together a list of
Potential new features vying for development resources and
Space on the roadmap. The team will then weigh these features
According to two competing criteria:
1. Their potential to satisfy customers.
2. The investment is needed to implement them.
• You can also think of the Kano Model as the “Customer Delight
Vs. Implementation Investment” approach.
