How can you classify software features based on customer satisfaction using the Kano model?

1 What is the Kano model?

The Kano model is a theory that categorizes features or attributes of a product or service based on how they affect customer satisfaction. According to the Kano model, there are five types of features: basic, performance, excitement, indifferent, and reverse. Basic features are the minimum requirements customers expect from the product or service; if absent, they cause dissatisfaction. Performance features are what customers explicitly demand or compare with competitors; if low-quality, they decrease satisfaction. Excitement features are unexpected but delightful; if absent, they do not cause dissatisfaction. Indifferent features are those customers do not care about or notice; they do not affect satisfaction either way. Lastly, reverse features are those customers dislike or reject; if present, they decrease satisfaction. For example, a basic feature of a software application could be that it does not crash or freeze frequently; a performance feature could be that it has fast loading speed or high security; an excitement feature could be that it has a unique design or a gamified element; an indifferent feature could be that it has a certain color scheme or font size; and a reverse feature could be that it has intrusive ads or unnecessary notifications.

2 How to use the Kano model?

Using the Kano model requires conducting surveys or interviews with customers or potential customers. Ask two questions for each feature: how do they feel if the feature is present and how do they feel if it's absent. Answers can be rated on a scale from 1 (very dissatisfied) to 5 (very satisfied), or with words like “like”, “dislike”, “expect”, and “accept”. Combining these answers can classify the feature into one of five types. For instance, if the customer likes the feature when present and expects it when absent, it is a performance feature. If they like it when present and accept it when absent, it is an excitement feature.

3 How to visualize the Kano model?

To visualize the Kano model, you can use a graph that plots the level of satisfaction on the vertical axis and the level of functionality or quality on the horizontal axis. The graph shows how each type of feature has a different curve or line that represents its impact on customer satisfaction. For example, the basic features have a horizontal line that starts from the bottom left and ends at the middle, indicating that they only prevent dissatisfaction but do not create satisfaction. The performance features have a diagonal line that starts from the bottom left and ends at the top right, indicating that they have a linear relationship with satisfaction. The excitement features have a curve that starts from the middle and rises sharply to the top right, indicating that they have a nonlinear relationship with satisfaction.

4 How to apply the Kano model?

The Kano model can be used to prioritize and design features according to their types. Generally, basic features should be the focus since they are the foundation of customer satisfaction. They should be reliable, functional, and error-free. Afterwards, performance features should be improved, as these are the drivers of customer satisfaction. These should be competitive, measurable, and scalable. Lastly, excitement features should be innovated since they are the enhancers of customer satisfaction. They should be unexpected, valuable, and memorable. Additionally, indifferent and reverse features should be eliminated or minimized since they do not contribute to customer satisfaction nor harm it respectively. These should not be costly, complex, or distracting and should not be annoying, irrelevant, or unethical respectively.

5 What are the limitations of the Kano model?

The Kano model is not a perfect or static framework, and there are certain limitations that should be taken into consideration when using it. For example, it does not account for the interactions or trade-offs between features, changes in customer preferences or expectations over time, or variations in customer segments or personas. These factors can have an influence on customer satisfaction depending on the context or scenario, and may cause features to shift from one type to another as customers become more familiar or demanding of the product or service.