What is the Kano Method?
- Content Type:
- Glossary
Kano Method Definition
A systematic method to understand how a customer’s sense of satisfaction is affected when a product or service succeeds or fails to meet either spoken or unspoken customer expectations. This approach was developed by Dr. Noriaki Kano of Tokyo Rika University. Dr. Kano’s model is usually shown in the form of the Kano Diagram or the 3-Arrow Diagram.
The Kano method is used to understand how a customer’s sense of satisfaction is impacted when a product or service succeeds or fails to meet either spoken or unspoken customer expectations. This technique analyzes and prioritizes customer preferences and requirements by categorizing product features into various categories: basic needs, performance needs, excitement needs, indifferent and reverse. This process helps businesses understand which features are essential and desirable, as well as those that might even lead to customer delight. The Kano method goes beyond traditional satisfaction surveys by recognizing that customer preferences are not all equal. This approach was developed by Dr. Noriaki Kano of Tokyo Rika University. Dr. Kano’s model is usually shown in the form of the Kano Diagram or the 3-Arrow Diagram.
Who relies on the Kano method?
Business and marketing professionals use the Kano method. The technique is particularly valuable for businesses seeking to enhance customer satisfaction and to gain a competitive edge by tailoring their products or services to meet customer expectations.
Who should I care about the Kano method?
The Kano method can provide insights to marketing and business professionals to make informed decisions. Understanding customer preferences and which features drive satisfaction can assist in resource allocation and strategy development, which can ultimately lead to higher customer loyalty and market success.