Kano Model in Project Management

Regardless of the project, the first thing a project manager should do is analyze what their customers need. A manager who does not know well what his customers want cannot be successful. In the next stage, the project manager should prioritize these needs and determine a priority order accordingly. One of the most important tools he can use while doing this is the Kano model.

Types of requirements

Basic requirements: As a customer, when buying a product, you usually have some expectations that don't require you to think about it. This is a very natural and expected. The fact that even this simple expectation, which is the first thing that comes to mind and is defined as something that should definitely happen, is not met. Of course, this creates dissatisfaction. It doesn't change anything if these requirements are there. Their existence will not affect the customers' feeling of contentment and fulfillment.

Performance Requirements: As a customer if you see that these requirements are fullfilled, you will have a feeling of contentment and fulfillment. On the other hand, absence of them means a decrease in customer satisfaction. 

Excitement requirements: Imagine those delightful surprises and unique traits that leave customers awestruck, earning the company extra appreciation for going above and beyond. These unspoken needs, so magically addressed, can truly set a brand apart and create an unforgettable experience. It's like sprinkling a touch of enchantment that makes customers feel truly valued and cherished.

When is it used?

It is frequently used in project management, especially as part of the planning phase, the planning performance domain.

How is it applied?

Implementing the Kano model is quite simple. At the first stage, it is necessary to reveal customer requirements, then it is necessary to make a distinction according to the categories we have mentioned above. Of course, the next step is how to meet these requirements. The planning effort here is to calculate the necessary resources and manpower for each requirement. After this planning is done, the effect of these requirements on customer satisfaction needs to be analyzed. You will have implemented the Kano model when you create a requirements management plan with the requirements prioritized according to the result of this analysis.

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