CRM

Dr Kanos Model
Prof. Bharat Nadkarni

Dr. Kanos
Model

Customer Satisfaction

Exciters
Quickly become
expected

Innovation
s
Requirements not
satisfied

Early
identified
Typically
performance
related

Spoken
and
expected
requireme
Requirements
nts
satisfied
Unspoken but
expected
requirements
Obvious to the casual
observer known only
to experienced users
and designers
Typically undiscovered
during analysis of
lessons learnt

Customer dissatisfaction

C R M : Prof Bharat Nadkarni

Dr Kanos Model of Customer Satisfaction /

Delight
Product features can be classified into
1. Basic features : include features which customers
expect to have and providing basic features will not
result in customer satisfaction. But not providing it
will have dissatisfaction.
2. Performance features: include those features
which are typically spoken by customers. Customer
satisfaction is directly related to the degree of
achievement. Satisfaction level is enhanced when
product performance is better than expected.
3. Excitement features: include those product
features that customers do not normally expect
such as the extra functions and convenience

C R M : Prof Bharat Nadkarni

Dr Kanos model shown in exhibit is a representation of

customer satisfaction relative to the various types of product
features discussed above.
The model represents three areas of customer satisfaction.
The
first area of customer satisfaction depicted by the
diagonal line represents explicit requirements. These include
written or verbal requirements and are easily identified,
expected to be met and typically performance related.
Satisfying customers would be rather simple if these were the
only requirements.
The second area of customer satisfaction represents
innovation, shown by the curved line. A customers written
instructions are often purposefully vague to avoid stifling new
ideas during conceptualization and product definition.
Because they are unexpected, these creative ideas often
excite and delight the customer. However, these ideas quickly
become expected or copied or imitated by competitors.

C R M : Prof Bharat Nadkarni

The third and most significant area of customer

satisfaction
represents
unstated
or
unspoken
requirements as shown by the lower curve. The
customers may be unaware of them or may assume
that such requirements will be automatically provided.
Just meeting a customers needs is not enough, the
organization must exceed the customers expectations.
Practically every time, to take the customer from
satisfaction level to delight level.

C R M : Prof Bharat Nadkarni

Thank you