From the analysis of customer wishes, Dr. Ing. Noriaki Kano deduced that customer requirements can be different. The Kano model distinguishes three levels of quality:

Basic features that are so basic and self-evident that they become aware of the customer only in the event of non-compliance (implicit expectations). If the basic requirements are not met, dissatisfaction arises and if they are fulfilled, there is no satisfaction! The benefit increase compared to the differentiation at the competitor is very low.

Performance characteristics are aware of the customer, they can be met to varying degrees and eliminate dissatisfaction or create satisfaction, depending on the extent.

Enthusiasm characteristics, on the other hand, are useful features that the customer does not necessarily expect. They distinguish the product from the competition and generate enthusiasm. A small increase in performance can lead to a disproportionate benefit.


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