Evolution of Customer Feature Expectations Over Time PPT

This PPT slide, part of the 28-slide Kano Customer Satisfaction Model PowerPoint presentation, illustrates the concept of the "Natural Decay of Delight" within the framework of the Kano Customer Satisfaction Model. It emphasizes how customer perceptions of product features evolve over time. Initially, features that are considered Attractive can significantly boost customer satisfaction. However, as customers become accustomed to these features, their appeal diminishes. This shift is represented in the graph, where the Attractive curve peaks at a certain point (t0) before declining.

As time progresses, these Attractive features transition into Performance features, which are expected to deliver consistent value. This is depicted at time t1, where the Performance curve begins to rise, indicating that customers now expect these features as standard. Eventually, these Performance features become Must-Be features, which are essential for customer satisfaction, but do not necessarily enhance it. This transition is illustrated at time t2, where the Must-Be curve stabilizes, indicating that these features are now baseline expectations.

The slide also highlights that this phenomenon is influenced by various factors, including technological advancements and increased competition. As competitors introduce similar functionalities, the original features lose their distinctiveness. The takeaway here is that businesses must continuously reassess their offerings. Regular updates to feature prioritization are crucial to meet evolving customer expectations. This model serves as a reminder that what delights customers today may become a basic requirement tomorrow, necessitating ongoing innovation and adaptation.

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Product Strategy Customer Satisfaction Innovation