The Kano Model is an insightful way of understanding, categorizing, and priotitizing 5 types of Customer Requirements (or potential features) for new products and services. (Basic, Performance, Excitement, Indifferent, and Reverse) Each category of requirements has a distinctly different influence on customer satisfaction. The model was created in the early 80’s but continues today to be an essential tool for all organizations independent of industry or size.
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