Product satisfaction is not about functionality, it is about people’s needs and emotions. Kano Model suggests three types of product attributes that trigger customer satisfaction:
1. Basics (Threshold Attributes)
These are the must have product features required to meet people’s needs. Without these features the product is not needed. It lacks basic things people are looking for.
For example, when you buy a mobile phone, you expect it to have voice calls as an absolute minimum.
2. Satisfiers (Performance Attributes)
When people discuss their needs, they discuss satisfiers. The stronger the satisfier, the higher price people are willing to pay. Weak satisfiers, reduce satisfaction, but do not eliminate it. Speaking of satisfiers companies ask themselves: “How much extra people would be willing to pay for this attribute?”
For example, a mobile phone with a long lasting battery life may stand out more comparing to others.
Though satisfiers increase enjoyment, they are not absolutely necessary, comparing to basic attributes. Some satisfiers can be even skipped in favor of delighters.
3. Delighters (Excitement Attributes)
These are the WOW factors, sometimes not even expected by the customer. These features help customers discover needs that they’ve never thought about before. Delighters provide a significant advantage over a competitor. They drive progress and make people want the product more and more. But one day a delighter may turn into a basic attribute, and will become a must have for a product release.
For example, realizing your mobile phone is waterproof after you have dropped it into a lake, would hugely increase your satisfaction with this product.