Identifying Customer Needs Based on the Kano Model

Examining and understanding customers’ needs and expectations is one of the key factors in product development, improving after-sales services, and increasing customer satisfaction. The Kano Model is one of the advanced methods of customer research and Customer Experience that helps organizations categorize and prioritize product and service features based on their level of impact on customer satisfaction.

According to the Kano Model, not all vehicle or service features create the same value for customers. Some features, such as basic facilities, are essential customer needs, and their absence causes severe dissatisfaction. Some features, such as vehicle performance quality or service delivery speed, have a direct relationship with increasing satisfaction, while some others, by creating an experience beyond expectations, can become a factor differentiating the brand.

In this study, customer needs are categorized into five main groups, including Must-Be, Performance, Attractive, Indifferent, and Reverse needs, in order to determine which features the organization should focus its resources on.

The project implementation process includes identifying features affecting customer experience through qualitative studies, analyzing customer feedback, reviewing competitors, and conducting expert interviews, followed by designing and implementing the standard Kano questionnaire and analyzing the results. The output of this analysis determines which product, service, and customer communication process features create the greatest perceived value.

The achievements of this service include a customer needs prioritization matrix, ranking of product and service features, identification of factors affecting customer satisfaction and dissatisfaction, product development suggestions, and after-sales service improvement recommendations.

Using the Kano Model in automotive market research helps organizations make product development and customer experience decisions based on the actual needs of consumers and, by focusing on value-creating factors, increase customer satisfaction, loyalty, and the brand’s competitive advantage.

Track Record:

• Measuring and prioritizing customer needs using the Kano Model at Bahman Group, Kerman Motor, and Modiran Vehicle Manufacturing Company

Contact Number:

02143904169