In the 1980s professor Noriaki Kano developed a theory of product development and customer satisfaction. Today, this model is even more relevant as quality becomes universal and only the customer experience sets companies apart.

1. WE MAKE THEM TALK ABOUT YOU
The Kano model

2. thebrandmanual.com
The Kano model is a theory of
product development and customer
satisfaction developed in the 1980s
by Professor Noriaki Kano.

3. thebrandmanual.com
Delighful
feature
Hygiene feature
Linear
feature
Source: Prof. Noriaki Kano
Delightful feature: an
attribute that people love
but do not know to expect.
Linear feature: one that
people expect and the more
one gets the better.
Hygiene feature: a must-
have. People not only
expect these - they depend
on them.

4. thebrandmanual.com
Delighful
feature
Hygiene feature
Linear
feature
Source: Prof. Noriaki Kano
Eg. car: satellite navigation
with real-time traffic and
self-driving function
Eg. car: better and better
fuel economy, lower
operating costs
Eg. car: it works without
problems, long warranty

5. thebrandmanual.com
Most companies
compete in the
two lower categories,
and face incredible
downward price
pressure.
Delighful
feature
Hygiene feature
Linear
feature

6. thebrandmanual.com
To deliver an outstanding
customer experience,
stand out in the top
category. The only area
not competing on price.
Delighful
feature
Hygiene feature
Linear
feature

7. thebrandmanual.com
Try this exercise…

8. thebrandmanual.com
CARS PHONES COFFEE SHOP YOU
Delightful
feature
Self-driving
Seamless
integration w/
devices
Valueing repeat
customers w/no
sign-up
?
Linear
feature
Amazing fuel
economy
Long battery life
Special offers and
comfy seating
?
Hygiene
feature
Excellent build
quality
Apps and camera
600 kinds of
fancy coffees
?
IDENT O
L
G
O
YOU!

9. thebrandmanual.com
No delightful feature?

10. WE MAKE THEM TALK ABOUT YOU
Don’t worry. You can service design one.