Understanding customer behavior and requirements can be challenging however when undertaking business improvement projects listening too and understanding the voice of the customer is a must.

Luckily there are a number of methodologies out there that can help you in this task – one of those is Kano Analysis. Kano analysis is a methodology used to measure which customer requirements are important to customer behavior and customer satisfaction, and it can help you understand how and why your customers value your product.

Customer satisfaction surveys, workshops and interviews may generate large amounts of data about your organization – however not all customer requirements are equal, indeed some may apply to certain populations or have different importance. The Kano model focuses on differentiating product features, classifying customer requirements into categories based on 3 themes

• Basic requirements – these are expected, if these are absent from your product the customer will be dissatisfied
• Performance levels – variables that can impact customer satisfaction (e.g. price, ease of use).
• Excitement needs – latent customer requirements which may or may not be currently in the product but if present would wow the customer.

Perhaps the hardest category is that of Excitement needs – by their very nature they may not currently be in the product but may represent a crucial proposition if included – study voice of customer data carefully for any areas that may fall into this category.

Ultimately Kano Analysis is an excellent method for formulating ideas on customer needs. The three themes can help decipher customer requirements, formulate critical requirements and help prioritize needs and business outputs.

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