关于kano模型

什么是kano模型？

The Kano model is a theory for product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano, which classifies customer preferences into five categories.------wekipedia

(Kano模型是Noriaki Kano教授在上世纪80年代开发的一种产品开发和客户满意度理论，该理论将客户偏好分为五类------维基百科)

Must-be Quality

Simply stated, these are the requirements that the customers expect and are taken for granted. When done well, customers are just neutral, but when done poorly, customers are very dissatisfied. Kano originally called these “Must-be’s” because they are the requirements that must be included and are the price of entry into a market.

Examples: In a hotel, providing a clean room is a basic necessity. In a call center, greeting customers is a basic necessity

（基本需求

简单地说，这些是客户期望并被视为理所当然的要求。如果做得好，客户只是中立，但如果做得不好，客户会非常不满意。卡诺最初将这些称为“必须”，因为它们是必须包含的要求，是进入市场的价格。

示例：在酒店中，提供洁净室是基本必需品。在呼叫中心，问候客户是基本必需品）

One-dimensional Quality

These attributes result in satisfaction when fulfilled and dissatisfaction when not fulfilled. These are attributes that are spoken and the ones in which companies compete. An example of this would be a milk package that is said to have ten percent more milk for the same price will result in customer satisfaction, but if it only contains six percent then the customer will feel misled and it will lead to dissatisfaction.

Examples: Time taken to resolve a customer's issue in a call center. Waiting service at a hotel.

（期望型需求

这些属性在满足时产生满足，在不满足时产生不满意。这些是所说的属性和公司竞争的属性。这方面的一个例子是牛奶包装，据说相同价格的牛奶含量增加10％将导致顾客满意，但如果它只含6％，那么顾客会感到被误导，这会导致不满。

示例：在呼叫中心解决客户问题所花费的时间。在酒店等候服务。）

Attractive Quality

These attributes provide satisfaction when achieved fully, but do not cause dissatisfaction when not fulfilled. These are attributes that are not normally expected, for example, a thermometer on a package of milk showing the temperature of the milk. Since these types of attributes of quality unexpectedly delight customers, they are often unspoken.

Examples: In a callcenter, providing special offers and compensations to customers or the proactive escalation and instant resolution of their issue is an attractive feature. In a hotel, providing free food is an attractive feature.

（魅力型需求

这些属性在完全实现时提供满足感，但在未实现时不会引起不满。这些是通常不期望的属性，例如，显示牛奶温度的牛奶包装上的温度计。由于这些类型的质量属性意外地使客户满意，因此它们通常是不言而喻的。

示例：在呼叫中心，向客户提供特殊优惠和补偿或主动升级和即时解决问题是一个很有吸引力的功能。在酒店，提供免费食物是一个很有吸引力的特色。）

Indifferent Quality

These attributes refer to aspects that are neither good nor bad, and they do not result in either customer satisfaction or customer dissatisfaction. For example, thickness of the wax coating on a milk carton. This might be key to the design and manufacturing of the carton, but consumers are not even aware of the distinction. It is interesting to identify these attributes in the product in order to suppress them and therefore diminish production costs.

Examples: In a callcenter, highly polite speaking and very prompt responses might not be necessary to satisfy customers and might not be appreciated by them. The same applies to hotels.

（无关痛痒型需求

这些属性指的是既不好也不坏的方面，它们不会导致客户满意度或客户不满意。例如，牛奶盒上的蜡涂层的厚度。这可能是纸箱设计和制造的关键，但消费者甚至不知道这种区别。有趣的是，在产品中识别这些属性以抑制它们，从而降低生产成本。

示例：在呼叫中心，高度礼貌的说话和非常及时的响应可能不是满足客户所必需的，也可能不被他们所欣赏。这同样适用于酒店。）

Reverse Quality

These attributes refer to a high degree of achievement resulting in dissatisfaction and to the fact that not all customers are alike. For example, some customers prefer high-tech products, while others prefer the basic model of a product and will be dissatisfied if a product has too many extra features.[1]

（反向需求

这些属性指的是高度成就导致不满意以及并非所有客户都相同。例如，一些客户更喜欢高科技产品，而另一些客户更喜欢产品的基本型号，如果产品有太多额外功能，则会不满意。[1]

示例：在呼叫中心，使用大量的行话，过度愉快，或在与客户交谈时使用过多的脚本可能会让他们感到厌烦。在酒店，制作精心制作的设施照片，这些照片设定了很高的期望，但在访问时不满意，可能会使顾客不满意。）

ps：随着时间的迁移，期望型需求会变成基本需求，魅力型需求会变成期望型需求继而变为基本需求。