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Mapping Competitive Advantage with The Kano Model Natasha Popoola & Tom Prior

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Experience Rot

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(Over) investing in the wrong areas

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Out of control Backlog

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The Kano Model

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Customer Satisfaction

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Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED

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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.

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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.

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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!

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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.

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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

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Workshops Research Competitor Analysis Questionnaires Methods

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● Experience rot ● Unfocused investment ● Messy backlog ● Basic expectations ● Neutrals ● Satisfiers ● Delighters

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Thank you Natasha Popoola & Tom Prior