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Mapping Competitive Advantage with The Kano Model

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May 18, 2017

Mapping Competitive Advantage with The Kano Model

D0255d4b7110cd38b2376d50d228432d?s=128

tomprior

May 18, 2017
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  1. Mapping Competitive Advantage with The Kano Model Natasha Popoola &

    Tom Prior
  2. Experience Rot

  3. (Over) investing in the wrong areas

  4. Out of control Backlog

  5. The Kano Model

  6. None
  7. Customer Satisfaction

  8. Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED

  9. 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.
  10. 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.
  11. 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!
  12. 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.
  13. 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
  14. Workshops Research Competitor Analysis Questionnaires Methods

  15. • Experience rot • Unfocused investment • Messy backlog •

    Basic expectations • Neutrals • Satisfiers • Delighters
  16. Thank you Natasha Popoola & Tom Prior