Understanding Customer Needs

Several of our recent posts reference efforts to increase sales revenue. One suggestion involved “looking outward” to study customer preferences – what your customers and your competitors’ customers care about most. 

A tool that might help with this task is the Kano analysis. The Kano Model is a systemic approach to understanding customer needs and wants and the value that customers place on the various features your product or service offers. It was developed by Noriaki Kano, a Japanese educator, and was designed to help answer the questions:

  • What does the customer need?

  • What does the customer value?

  • What does the customer expect?

  • What delights the customer? Customers often cannot pinpoint these needs and expectations, but when these unexpected features or products are offered, they “wow” the customer.

For additional information about The Kano Model, please visit our Website.

And, of course, we’d love to hear about how your organization has been able to study customer needs!