Kano Model - theory of customer satisfaction. Basically Kano saw three types of customer satisfaction: required (basic quality also threshold requirements), more is better (performance quality) and delighter (excitement quality).
Customers expectations change over time. Often what was once enough to delight a customer (remote control for a TV) becomes expected. Once a feature is expected the organization gets no credit for providing it they only risk a negative reaction if they fail to provide it.
Car Rental Example:
- Tires are required. A customer expects tires, the rental agency gets no credit for providing them, if they are not provided the customer is not at all satisfied.
- Checkout speed the faster the better. A customer may expect it to take 15 minutes from when they arrive at the rental counter in the airport until they are driving away in their car. If they are driving in 5 minutes they are very happy, if they are driving in 45 minutes they are very unhappy. The faster the better.
- Some customer might be delighted if the car had a Global Positioning System in the car, or remote car locking and unlocking, or the stations on the radio preset to their preferences. Delighters often vary with the customer. In addition, delighters often move over time to required.