Example of Kano Model Usage
With the rage of the one-cup coffeemaker, let’s use this product in our Kano Model example, keeping in mind that in a Kano Model, there are three elements that must be present to analyze data, based on customer surveys.
Must Be – Quality and availability of the actual product.
Performance – How well you meet the needs of the customer.
Delighter – Offering up the unexpected (or bonuses) to the customer.
Once our project team has deployed the one-cup coffeemaker on the market and sells it in stores and online venues, the three Kano Model elements come into play:
Must Be – If the customer walks into a retailer that advertises they sell the new coffeemaker but have none on hand to sell, this blows away the element of the must be—or the required element on our Kano Model. A customer who could not even find the one-cup coffeemaker would rate his or her level of requirements very low on the Kano Model scale. If the coffeemaker is on hand to sell, the must be element (requirement) has been met.
Performance - Once the coffeemaker is placed into use, the customer can evaluate its promised performance. If the coffeemaker won’t turn on or spits out coffee and grinds into the cup, the customer would rate the product high on the dissatisfied scale. On the other hand, if the coffee is finished fast and is quickly ready to drink, the customer would rate satisfaction levels high.
Delighter – The delighter is something a customer doesn’t expect to gain by purchasing the one-cup coffeemaker. For example, our coffeemaker may say it comes with one box of prepared coffee so the customer can utilize the coffeemaker immediately. If, however, the coffeemaker offers the bonus of not only the six free coffee products but also receives a special filter where they can utilize their own coffee grinds, this is unexpected and the customer is delighted with this feature. If the product requires the customer to purchase a filter separately, the delighter would be missed.