Product & Business

Kano Model Customer Delight Matrix

Product Management diagram · made in Skemio

A 2x2 Kano Model matrix showing Customer Delight on the y-axis and Implementation on the x-axis, categorizing features into Delighters, Latent Needs, Basic Needs, and Must-Haves.
A 2x2 Kano Model matrix showing Customer Delight on the y-axis and Implementation on the x-axis, categorizing features into Delighters, Latent Needs, Basic Needs, and Must-Haves.
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What it shows

  • Basic expectations only prevent complaints; they never spark delight.
  • Performance attributes scale customer satisfaction linearly with quality.
  • Excitement features create outsized delight even with basic execution.

The takeaway

The Kano model prevents over-investing in baseline features that customers take for granted.

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