Kano Model: Categorizing Customer Feature Reactions PPT

This PPT slide, part of the 28-slide Kano Customer Satisfaction Model PowerPoint presentation, presents the Kano Model, categorizing product features based on customer reactions to functionality. It outlines 4 distinct categories: Performance, Must-Be, Attractive, and Indifferent.

Performance features are described as linear; their effectiveness directly correlates with customer satisfaction. As functionality improves, satisfaction increases. Examples provided, such as gas mileage and internet connection speed, illustrate this relationship.

Must-Be features are essential for product completion. Their absence leads to dissatisfaction, yet their presence does not enhance satisfaction. The examples, including product receipts and hotel towels, highlight features that customers expect, but do not actively appreciate.

Attractive features, or Exciters/Delighters, evoke unexpected positive reactions. These features can significantly elevate customer satisfaction when present, as illustrated by the example of first-time smartphone users experiencing ease of use.

Indifferent features do not influence customer reactions and should be deprioritized in development efforts. The example of wax coating on milk cartons demonstrates how some features may go unnoticed by customers, suggesting that resources should not be wasted on them.

Understanding these categories allows organizations to prioritize feature development effectively. By focusing on Performance and Attractive features, companies can enhance customer satisfaction while avoiding unnecessary investments in Indifferent features. This strategic approach can lead to more successful product offerings and improved customer loyalty.

This slide is part of the Kano Customer Satisfaction Model PowerPoint presentation.

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Product Strategy Customer Satisfaction Customer Loyalty

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