Applying the Kano model in product development can present several challenges. Firstly, it can be difficult to accurately categorize customer needs into the three categories: Must-haves, Performance needs, and Delighters. Misclassification can lead to incorrect prioritization of product features. Secondly, customer needs are dynamic and can change over time. What is considered a Delighter today can become a Must-have tomorrow, requiring constant reassessment. Lastly, the model assumes that fulfilling more needs leads to higher customer satisfaction. However, this may not always be the case as overcomplicating a product can lead to decreased usability.
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Why do so many products fail? It's not because they are built or marketed poorly, but because they don’t delight customers. Read this book summary for...
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With time and growing competition, needs migrate from being Delighters to Performance needs to become Must-haves finally. The needs in the Kano model are hierarchical: The Must-have needs must be met first. Performance needs come later, and Delighters come last. This model helps us better prioritize needs and create a differentiated product.