It may have happened to you that you bought the product for its glossy advertising, but you still have a great deal of regret for buying it two days ago. Why? Because the thing you expected, the land was different from the sky with what you bought. You are now an unhappy client who will not go to the other side of the product and recommend the rest of you to not mislead their advertisements. Imagine how far this cycle will last.
The whole story is this: customer satisfaction is everything!
If you are a business owner, you certainly do not want your customers to be so dissatisfied and your business is down. So, you should avoid these discontents as much as possible.
In this article, we are going to talk about the Kano model and understand what customer satisfaction depends on what features of the product and service. So, first, we define the canoe and product attributes, then we explain how to recognize the customer's wishes and convey our satisfaction.
What is the Kano model?
In the early 80's, Mr. Noyaki Kano, professor at Tokyo University, defined a model for measuring customer satisfaction. He believed that the characteristics of a product (or service) were not the same for customers, and each had a different effect on their satisfaction.
The Kano model divides customer demands into product categories into five categories and explains how each of these features affects customer satisfaction and how to by targeted web traffic to your website through these real customers in your website through Kano Model.
Different brands and brands can use the Kano model to classify product features, value for customers. In other words, the Kano model helps the R & D team focus on the essential features of a product and know when a feature is not needed, and the customer does not care about it at all. This will also prevent the loss of money, energy and time, and the satisfaction of customers.
We will define five categories of product features in the Kano model in later sections using the simple diagram that Mr. Kano introduced. Here I want to imagine you in the following circumstances; you have two ways to offer a product or service to your customers:
Already know that the customer's expectations. What would increase his satisfaction? How can you be different from competitors? How can you create an exciting experience for your customers? What things should be removed from the product? And then, with all of this, make your new product or service.
What do you get to know about the Kano model?
The Kano model helps you:
• Know your customer expectations and consider the design and production of new products.
• Understand how different product features make customer satisfaction and dissatisfaction.
• Know customers' needs even better than customers themselves.
• Know features that keep your customer safe and loyal to the customer.
• Save extra time and money by eliminating additional features.
• Find your competitive advantage and look different in the eyes of customers.
Well, now it's time to explain all the features of the product in detail to understand their impact on customer satisfaction and, with that in mind, increase your number of loyal customers to your brand.
Define product attributes with a Kano graph
The Kano model divides the attributes of a product into five categories; in each category, a specific type of customer needs and values ​​are expressed. Five categories of product features are featured on the Kano chart, which is probably unfamiliar to you now. Do not worry, because we're going to explain all of them in the next sections. For now, the only thing you need to know about a graph is that each attribute is measured by the level of performance and user satisfaction; these two factors are the horizontal and vertical axes of the graph.
The horizontal axis represents the performance of a product, which starts with the minimum performance on the left side of the graph and continues to the highest performance.
The essential product features are features that must necessarily exist, but they do not create a specific value for the customer. These features, if not available, are incomplete and incomplete.
For example, the steering wheel and the wheels of the car are features that are essential for the car, but no customer does not get it because a car is in command. The command is default on all cars! Now let's define the essential features to clarify the story with the graphic we've already shown:
The essential features of a product on the Kano graph
The Kano chart says that if the feature is not necessary or has a low performance, customer satisfaction is close to zero! While, when these features perform well, they do not increase customer satisfaction.
Let's go back to the example: If you buy website traffic a non-GEO targeted traffic or a targeted organic traffic that does not have a real sources, how do you feel? The answer is quite clear. You will be unhappy or angry.
Now on the contrary this. What do you feel if you buy a car that has a steering wheel or vacuum cleaner that sucks? In fact, you have no feelings because you expect these features to be normal. The presence of the essential features in your product does not affect customer satisfaction, but their non-existence generally destroys user satisfaction.
Product performance features are the features that make the better the better, the more customer satisfaction, and when the performance is too low, the customer is dissatisfied.
The Kano graph also shows that the satisfaction of functional attributes is directly related to its efficiency. The better the performance, the more satisfaction!