Better user experience using the Kano model

Theoretical models are too dry for you? That’s understandable, after all, B2B online marketing is about leads and sales. Better user experience  However, if understood and applied correctly, theory can help you understand user requirements. This way, you can get the best out of your own B2B brand. In this article, we’ll look at the Kano model. We’ll explain what it is exactly and how it can improve the user experience.

• Theoretical model for systematic assessment of customer satisfaction
• 5 characteristics: basis, performance, enthusiasm, irrelevant and rejection
• Kano model provides information about the target group’s requirements
• Application to various B2B areas such as online shop, website or sales
• Use for targeted planning of marketing measures

What is the Kano model?

The Kano model was developed by the former Japanese professor Noriaki Kano (* 1940) in 1978. It was used to systematically record customer viber database satisfaction. It was based on the realization that satisfaction does not arise immediately just because there are no reasons for dissatisfaction. Kano therefore defined factors that influence customer satisfaction.

The basic features (expected requirements) are fundamental and self-evident for the customer in the B2B sector. They are not explicitly stated, but rather assumed. Better user experience  Their presence does not generate satisfaction. However, if they are missing, dissatisfaction arises.

The next level is performance characteristics (normal requirements) that the customer explicitly demands. They are used as a decision criterion or in performance comparison. The more and the better the performance characteristics are fulfilled, the higher the satisfaction.

In contrast, delightful requirements are not expected. Their absence does not lead to dissatisfaction. However, if they are present, they can lead to disproportionate satisfaction and enthusiasm. They identify and thus ensure differentiation from the competition.

Insignificant features are irrelevant to (dis)satisfaction. Better user experience They do not contribute to the purchase decision and are only find out with our interactive checklist important for a specific, small group of customers. Therefore, they are unsuitable for marketing measures.

The last class is made up of rejection characteristics. They are not required and cause dissatisfaction when they are present.

collection of data

The Kano survey is carried out using a standardized questionnaire. Customer satisfaction is tested when certain features/functions are present or not present. The answers are given using a five-stage response system:

1. That would make me very happy.
2. I assume so.
3. I don’t care.
4. I could accept that.
5. That would bother me a lot.

The characteristics are not static and also subjective

It is important to note that the features can ba leads change over time. Exciting features can become basic features (e.g. an online payment function in a B2B shop). Better user experience How quickly this habituation effect occurs depends on various factors in the B2B market. These include, for example, the competition, the features themselves and the target group.

The characteristics are also subjective. For example, a characteristic that is a performance characteristic for one person may be a rejection characteristic for another. For these reasons, it is important to carry out new surveys on a regular basis.