Kano Model

Today I came across a reference to the Kano Model on the Customer Experience Matters blog. Professor Noriaki Kano classified customer preferences into five categories:

1. Attractive (unexpected value)
2. One-Dimensional (the more, the better)
3. Must-Be (need to have these)
4. Indifferent (no impact)
5. Reverse (negative impact)

I hadn’t encountered the Kano Model before, but the concepts are familiar. For example, I would think of Must-Be attributes as “hygienic.” Luckily, there’s a little translation table on the Wikipedia entry for just these relationships.

[via CX Matters]

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