Question
The Kano Model and the 3-Horizons Model can be integrated to create a comprehensive product strategy.
The Kano Model focuses on customer satisfaction and categorizes customer needs into three types: Must-have, Performance, and Delighters. This model helps in understanding what features a product must have to satisfy customers, what can enhance their satisfaction, and what can delight them.
On the other hand, the 3-Horizons Model is a growth strategy framework that helps businesses plan for long-term growth. It divides the growth strategies into three horizons based on the time frame and the level of innovation.
To integrate these two models, you can use the Kano Model to identify customer needs for each horizon in the 3-Horizons Model. For Horizon 1 (short-term), focus on the Must-have needs. For Horizon 2 (medium-term), focus on Performance needs. And for Horizon 3 (long-term), focus on Delighters. This way, you ensure that your product meets customer needs at every stage of its lifecycle, leading to sustained growth and customer satisfaction.
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Must-have Needs: Not having these needs met creates dissatisfaction while meeting them is seen as expected. Seat belts in cars are an example. Performance Needs: As these needs are more fully met the customer satisfaction increases. Speed or mileage in cars is a good example. Delighters: These features exceed customer expectations, create surprise and high satisfaction.
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