What is a Kano Model, and what are best practices, tools and online templates for teams and organizations?
Definition of Kano Model
The Kano Model provides users with a method for analyzing customer expectations, needs, wants and requirements by diagramming them across 2 axes. One axis is total satisfaction with your output (be it a product, service or deliverable), while the other axis shows the extent to which you achieved your goals with the output. Based on an analysis of performance across these two axes, clients can be classified into one of three main segments: Delighted, Neutral, and Dissatisfied.
Description of Kano Model
The Kano Model was developed by educator and management consultant Dr. Noriaki Kano. Through his research, he developed a customer satisfaction model which helps business leaders and managers develop a deeper understanding of what customers really want.
While many business leaders say that customers don’t really know what they want, the truth is often that business leaders simply don’t know how to ask what people want. Through his work and research, Dr. Kano identified three types of customer needs and developed a framework to capture insights into each of them.
To start, the model looks at customer satisfaction through two lenses (split on an axis):
- Achievement: the extent to which a customer feels that a supplier has achieved a certain objective in servicing the customer.
- Satisfaction: the level of satisfaction the customer has with the specific product or service being offered.
Customer expectations in these two dimensions are then measured based on three levels of customer expectations defined by Dr. Noriaki Kano: expected, normal and exciting.
- Expected: Customer expectations which must be met for a supplier to even enter the market. These expectations are effectively “musts” for a customer to even contemplate working with a supplier.
- Normal: Qualities or attributes that keep the supplier profitable and in the marketplace. They may be unique to the supplier, but they are not necessarily seen as innovative.
- Exciting: Features or offerings that make a particular supplier a leader in their sector and allow them to completely differentiate themselves from their competitors.
Tools & Templates
The tools managers used to enable the Kano Model are sales data sets, consumer brand awareness surveys, analyst reports, and voice of customer data.
upBOARD's Online Kano Model Tools & Templates
Unlike most traditional process checklists and problem solving models, upBOARD’s online Kano Model model tool allows any team or organization to instantly begin working with our web templates and input forms. Our digital platform goes far beyond other software tools by including progress dashboards, data integration from existing documents or other SaaS software, elegant intuitive designs, and full access on any desktop or mobile device.
Learn more about upBOARD’s portfolio of other business strategy best practice tools and templates, including:
2 X 2 Matrix, ADL Matrix, Affinity Diagrams, Baker’s 4 Strategies of Influence, Balanced Scorecard, Benchmarking, Blue Ocean Strategy, Bowman Strategy Clock, Build-Measure-Learn Feedback Loop, Business Model Canvas, CAGE Distance Framework, Competitive Analysis, Competitive Landscape Analysis, Contingency Planning, Core Competence Analysis, Critical Success Factors, Discovery Driven Planning, Economic Value Added, First Mover Advantage, Five Forces Model, Force Field Analysis, Gap Analysis, GE McKinsey 9-Box Matrix, Go To Market Strategy, Hambrick & Frederickson’s Strategy Diamond, Hedgehog Model, Hook Model of Behavioral Design, Hoshin Planning System, Kay’s Distinctive Capabilities Framework, Key Outcome Indicators, Kotler’s Five Product Levels Model, Kotler’s Pricing Strategies, Lafley & Martin’s Five Step Strategy Model, McKinsey 7S Model, McKinsey’s Seven Degrees of Freedom for Growth, Mergers & Acquisitions, Mission Statements, Mullin’s Seven Domains Model, OGSM Framework, Ohmae’s 3-C’s Model, Partner Relationship Management, PEST Analysis, PESTLE Analysis, Porter’s Diamond, Portfolio Management, Purpose Statements, Pyramid of Purpose, Scenario Planning, Simonson & Rosen’s Influence Mix, SMART Performance Metrics, SMARTER Goals, SOAR, Strategic Goals, Strategy Map, Strategy Roadmap, Strategy Uncertainty Map, SWOT Analysis, TOWS Matrix, Triple Bottom Line, USP Analysis, Value Chain Analysis, Value Disciplines Model, Value Net Model, Values Statement, Vision Statements, VRIO Analysis, and Weisbord’s Six-Box Model.