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Mapping Competitive Advantage with The Kano Model

tomprior
May 18, 2017

Mapping Competitive Advantage with The Kano Model

tomprior

May 18, 2017
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  1. Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Basic Expectations

    ✓ Essential to be competitive. ✓ Customers will be frustrated if they are absent. ✓ Low satisfaction returns for extra investment.
  2. Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Satisfiers ✓

    Tangible satisfaction returns on customer’s investment. ✓ Execute well to satisfy. ✓ Core, advertisable features of your offering.
  3. Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Neutrals ✓

    Often over invested, under-validated. ✓ Customers are indifferent to their inclusion/exclusion. ✓ Key area of product bloat. ✓ Learn to say no!
  4. Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Delighters ✓

    Differentiate you from competition. ✓ A pleasant surprise. ✓ Customers won’t know they need them. ✓ High satisfaction for low investment.
  5. Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Decay ✓

    Delighters become Basic Expectations over time. ✓ An ongoing process of product discovery. ✓ Satisfaction at the heart of product development
  6. • Experience rot • Unfocused investment • Messy backlog •

    Basic expectations • Neutrals • Satisfiers • Delighters