Satisfaction but no loyalty

What’s more, needs can change over time and a product or service that excites someone today could well be taken for granted tomorrow.
This leads to…

• stagnating customer loyalty despite improved customer satisfaction
• even satisfied customers switching brands because often they have little to lose, but a lot to gain

Innovative study design

Psyma’s ConKano^TM is an innovative tool based on the Kano model, which helps you to work out when to invest financial and human resources in a targeted and efficient manner in order to…

• minimize the tendency to switch brands
• quickly turn dissatisfied customers into satisfied customers
• achieve competitive advantages

The Kano model assumes that different performance attributes have different effects on satisfaction and loyalty. Once you have identified these differences, you can work the market successfully:

1. Basic requirements – “must-be” attributes:

Conditions that must be fulfilled because they cause dissatisfaction if they are missing, but do not increase satisfaction if they are present (e.g. hygiene in a hospital or a stable network on a mobile device).

“Meeting a minimum level”

2. Performance requirements – “linear” attributes:

These are the features that are usually used to meet customer expectations (e.g. length of a warranty period). Performance in these areas can create both satisfaction and dissatisfaction.

“Outperform the competition”

3. Enthusiasm requirements – “delighters”:

Additional features that are not expected and are therefore not missed if they are not offered. These features can nevertheless cause huge satisfaction if they are present (e.g. technical customer service provided extremely quickly).

“Develop your USP”

Method

• Data can be collected face-to-face, by phone, or online
• The performance attributes are generated together with you during preliminary qualitative steps and workshops
• Key performance indicators can be collected at the same time (e.g. Net Promoter Score to measure willingness to recommend, overall satisfaction, intention to use again)