Slide 19
Slide 19 text
19
Value and risk
Risk Category
The Kano Model
Details
Examples
Results
Metrics (TBD)
Downside
Must-be Quality
Quality customers
expect; very
dissatisfied if unmet
Service suspensions
and malfunctions
Incidents
I/R Ratio
One-dimensional
Quality
Satisfied if met;
dissatisfied if unmet
Exceptional operability
and response
performance
Latent dissatisfaction and
disengagement
Inquiries
Reverse Quality
Attributes whose very
existence creates
dissatisfaction
Over-advertising,
redundant tutorials,
difficult to understand
terms of service
Latent
dissatisfaction/reputation
risk
Word of mouth
Upside
Attractive Quality
No dissatisfaction if
unmet, but helps
differentiate the
product
New state-of-the-art
features and
services/promotional
campaigns
User
satisfaction/excitement/p
rofit
Product growth metrics
(MAU/MPU/GPV, etc.)
Other
Indifferent Quality
No impact on
satisfaction.
Features that no one
uses
Sunk cost
-