Kano Model: Explanation of Success (Our Business Perspective)

In this chapter, we will define step by step on how to create and make use of the Kano model. As a prerequisite, we need to define the value proposition first, putting in perspective how the customer perceives value through the product they buy from us.

2.1   Define the Value Proposition

Value proposition is defined as the key attributes of the product and services that our customer is willing to pay. The key words here are “the customer is willing to pay.” Sit back and think for a moment. Reflect on a product you currently have that is very successful. Quickly, name in your mind five key attributes that come at first glance. List these on a piece of paper. Now, let’s run this ...

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