Improvement of various indicators of a service or a product does not automatically lead to greater customer satisfaction - Japanese quality expert Noriaki Kano based on research, found that not all service quality indicators are equal from customers’ view.
Kano model says that service parameters can be divided into three groups:
- Basic parameters that must be met at all times - also called passive quality or expected quality, mostly because the customer expects their performance automatically
- Parameters of performance or expressed requirements of the customer - also called the voice of the customer, the more we comply with them, the more the customer is satisfied
- Parameters that are “something extra” - active quality that inspires enthusiasm. The fulfillment of these parameters is unexpected for a customer. If we deliver them, the customer is excited and surprised