Adding value to CSM: the Kano model

Michael Lieberman

This article describes the Kano model, a flexible tool for customer satisfaction (CSM) studies. The model relates product features to customer needs, and identifies four types of product feature: exciters, satisfiers, dissatisfiers, and indifferent.

Adding value to CSM: the Kano model

Michael Lieberman

I was attending a conference at a resort hotel in Orlando, Florida, standing in the lobby trying in vain to connect to a client who needed to discuss the results of a range of multivariate output. To my chagrin, my cellphone would not pick up a signal. Imagine my surprise when the nearby concierge, viewing my angst, permitted me to use his phone to complete the call. He even dialled the number for me.

When I phoned room service, I was greeted with a polite, 'Good evening, Mr Lieberman.' The room...

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