The complete guide to the Kano model
  • The complete guide to the Kano model
  • Why I wrote this guide
  • A short note on terms used
  • The value of the Kano model
  • The Kano model in a nutshell
  • Step-by-step guide to a Kano study
    • First rule of a Kano study
    • Gathering features
    • Designing your Kano survey
      • The art of formulating good questions
      • More on questions
      • Wording the answers
      • Test your survey
    • Administering your Kano survey
      • In person or online?
      • Selecting survey participants
      • Survey layout
    • Analysing the results of your Kano study
      • Classic Kano survey analysis
      • Continuous analysis
      • Validity and reliability
  • Applying your Kano study results
    • Prioritizing features
      • Prioritising by Kano category
      • Prioritising within categories
      • Prioritising by the value of a feature's presence and the cost of its absence
    • The product development lif
      • Understanding Kano categories to make the right decisions
      • Removing features
      • Identifying areas of improvement
      • The under-utilisation of the Reverse category
      • Disrupting conventions
    • Uncovering customer segments
    • Tracking the life cycle of customer attitudes and product features
      • The life cycle of successful product features
      • Other patterns
      • Customer satisfaction over time
    • Product communication
    • Organisational benefits
      • Objective decision making
      • Product process
      • Resource allocation
    • When not to use the Kano method
  • History of the Kano model
    • Genesis of the Kano model
    • Extensions to the Kano model
    • alternative-kano-methods
    • kano-model-critique
  • Appendices
    • appendix-i-answer-labels
    • appendix-ii-bibliography
  • Deleted
    • Preface
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  1. Applying your Kano study results
  2. Tracking the life cycle of customer attitudes and product features

Customer satisfaction over time

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You'll notice product features moving from one category over time, but how a single customer values your product attributes changes over time too. Different attributes of your product gain and lose importance throughout the customer life-cycle. It's important to recognize this, as not knowing about a customer's relation to your product can lead to suboptimal decisions.

Mittal (2001) gives the example of an automotive firm that surveyed customers who had purchased a car in the last two months from its dealerships. It turned out that these customers valued dealership service twice more than vehicle quality. "Based on this finding a senior manager decided to divert significant resources from product development to dealership improvement efforts. However, when the same customers were surveyed after 24 months, analysis showed that vehicle ownership was far more important than dealership service" (Mittal et al., 2001).

See Mittal 2001:

  • andere zaken worden belangrijk

  • exposure is belangrijk

  • customer self-selection (na een paar jaar kan je niet-klanten niet meer bevragen)

When you analyse the results of your Kano study, make sure you take this into account. You can choose to focus on new customers for instance, or make sure you know w

Last updated 9 months ago

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