# Kano Model
The Kano method is used to determine and classify factors that make customers happy and to measure the concept of customer satisfaction.
Delivering business and customer value
The starting point of the Kano method is the customer perception: How does a customer perceive different performance features of the product or service? In addition, the requirements of the customer target group are taken into account. Because of these two aspects, the Kano method is a subjective method. For this purpose, the target customer group must be narrowed down as precisely as possible, so that the priority of the individual product or service features can be properly classified, taking into account the respective customer requirements. The Kano model also demonstrates that these expectations can be changed. The three most important factors from the Kano Model are:
base factors: Are a matter of course for the customer and are often required or not specifically communicated. Only if you fail to do so, will you be noticed and this inevitably leads to dissatisfaction.
Performance factors: Are easier to spot. The customer is aware of them and they are clearly expressed (e.g., in a specification document). Customer satisfaction increases depending on the degree of fulfillment of the requirements. On the other hand, failure to meet the requirements leads to customer dissatisfaction. A possible competitive advantage depends on the degree of fulfillment.
Enthusiasm factors: Are not assumed or expected by the customer. The customer does not communicate with you because the customer does not know anything about it. Enthusiasm factors are an additional benefit that clearly differs from other competitors. Even a minimal increase can bring disproportionate added value. Enthusiasm factors are often the basis for a unique competitive advantage (unique selling proposition (USP).
On the basis of the findings from the Kano Model, you can optimize products or services in such a way that the best possible customer satisfaction is achieved in a targeted, specific customer segment.
The requirements that customers expect from a product can be more easily identified using the concept of the Kano model. A prioritization enables the company to better and more targeted control investments as well as (offer) optimization.
In agile product development, there are different prioritization practices. The focus-dimension that product owner should be aware of is expected customer satisfaction. Applying this method, the product owner can identify the importance of product backlog items. Therefore the agile coach/ master should work together with the product owner on following questions/statements: Is the feature mandatory? Having this feature, will the customer say: 'Hey, that's nice! I like it and it seems to be really helpful'. 'This feature is excitement! This feature is indifferent'. It doesn't matter if this feature is or is not implemented'. 'This feature is really doubtful'. 'I am not sure if I will pay for product with such a feature. It will probably not help me at all me'.
Agile coach, Product Owner, Developers
# See also
Roman Pichler 'Scrum - using agile project management successfully'