Kano Model Matrix

The Kano Model Matrix is a tool used to prioritize features based on customer satisfaction and their impact on delighting customers. It helps businesses understand which features will have the most significant effect on customer satisfaction and which ones are necessary to meet basic expectations.

At a very high level, the Kano Model Matrix is used in the context of business, marketing, customer satisfaction.

Kano Model Matrix quadrant descriptions, including examples
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What is the Kano Model Matrix?

A visual explanation is shown in the image above. The Kano Model Matrix can be described as a matrix with the following quadrants:

  1. Basic Needs: Essential features that must be present; e.g., a login function for an app.
  2. Performance Needs: Features that increase satisfaction proportionally; e.g., faster loading times.
  3. Indifferent Needs: Features that do not impact satisfaction; e.g., color of the login button.
  4. Excitement Needs: Features that delight customers when present; e.g., a surprise discount.

What is the purpose of the Kano Model Matrix?

The Kano Model Matrix is a valuable tool for businesses looking to prioritize features and functionalities based on customer satisfaction. Developed by Professor Noriaki Kano in the 1980s, this model categorizes features into four quadrants, helping businesses understand which features are essential, which ones can delight customers, and which ones may not add significant value.

The matrix is divided into two axes: the horizontal axis represents the level of implementation (from 'Not Implemented' to 'Fully Implemented'), and the vertical axis represents customer satisfaction (from 'Dissatisfied' to 'Delighted'). The four quadrants are:

  • Basic Needs (Must-be Quality): These are the essential features that customers expect. If these are not present, customers will be extremely dissatisfied. However, fully implementing these features does not significantly increase customer satisfaction.
  • Performance Needs (One-dimensional Quality): These features have a linear relationship with customer satisfaction. The better these features are implemented, the higher the customer satisfaction.
  • Excitement Needs (Attractive Quality): These features can delight customers and significantly increase satisfaction when present, but their absence does not cause dissatisfaction.
  • Indifferent Needs: These features do not significantly impact customer satisfaction whether they are present or not.

Use cases for the Kano Model Matrix include product development, feature prioritization, and customer feedback analysis. By understanding which features fall into each quadrant, businesses can make informed decisions about where to allocate resources for maximum impact on customer satisfaction.

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What templates are related to Kano Model Matrix?

The following templates can also be categorized as business, marketing, customer satisfaction and are therefore related to Kano Model Matrix: Product-Market Matrix, 4 Ps Marketing Mix Matrix, AI Capability-Value Proposition Alignment Matrix, AI Innovation-Value Alignment Matrix, AI Maturity Matrix, AI-Value Proposition Alignment Matrix, AI-Value Proposition Matrix, AIDA Marketing Matrix. You can browse them using the menu above.

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