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Mapping Competitive Advantage with The Kano Model
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tomprior
May 18, 2017
Design
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Mapping Competitive Advantage with The Kano Model
tomprior
May 18, 2017
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Transcript
Mapping Competitive Advantage with The Kano Model Natasha Popoola &
Tom Prior
Experience Rot
(Over) investing in the wrong areas
Out of control Backlog
The Kano Model
None
Customer Satisfaction
Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED
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.
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.
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!
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.
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
Workshops Research Competitor Analysis Questionnaires Methods
• Experience rot • Unfocused investment • Messy backlog •
Basic expectations • Neutrals • Satisfiers • Delighters
Thank you Natasha Popoola & Tom Prior