Kano Model Analysis- Delivering Products/Services That Delight

The Kano Model of customer satisfaction classifies product/service attributes based on how they are perceived by the customers and their effect on customer satisfaction. This model is useful technique for deciding which feature you want to include in product/services. It is also useful to do Gap analysis about you product/service with the customers expectation and the Gap analysis between What customer expect or what do you perceive that customer are expecting? 

The Kano Model divides the product/services attributes is three categories. 1) Threshold 2) Performance 3) Excitements. 

A competitive product/services must meet the basic attribute, maximize the performance attributes, include as many as excitements attributes at cost of that market can bear. 

Threshold Attributes:

These are the basic or expected attributes that a product/services must have, and do not provide opportunity for product/services differentiation. Increasing the performance of these attributes provide diminishing return in the term of customer satisfaction, but absence of this attribute can lead to extreme dissatisfaction. Fox example : Brakes on a Car. 

Performance Attributes: 

Performance attributes are those which are not necessary but but which are known about and increase the customer's enjoyment of the product/Services. The price for which customer are willing to pay for a product closely tied to performance attributes. For example. Customers are willing to pay for car which provide better fuel economy.

Excitements Attributes: 

Which customers don't even know they want, but are delighted when they find them. This attributes are unspoken and unexpected by the customers and result high satisfaction however, absence of these attributes does not leads to dissatisfaction. These attributes satisfy the latent need of customer which they are unaware. When in marketplace there are similar product and services are available then these attributes can give competitive aadvantages. For example: Vacuum cleaner that indicates when the floor being cleaned is dust-free.