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Analysis Tools - VoC

1) Customer / Feature Diagram


 

🔹 1. Basic Features – “Must-Have”

Definition: These are the essential features that customers require. If they are missing, the product or service is immediately rejected—regardless of how innovative or attractive other features may be.

  • Customer View: “I need this.”
  • Impact: Absence leads to dissatisfaction and rejection.
  • Examples:
    • A car must have brakes.
    • A hotel room must have a bed.
    • A mobile app must function without crashing.

Business Implication: These features are non-negotiable. They must be delivered reliably and consistently.

🔹 2. Expected Features – “Should-Have”

Definition: These are features that customers assume will be included based on industry standards or past experiences. Their presence doesn’t necessarily delight, but their absence causes disappointment.

  • Customer View: “I expect this.”
  • Impact: Presence maintains satisfaction; absence causes frustration.
  • Examples:
    • Free Wi-Fi in hotels.
    • Warranty with electronics.
    • Easy navigation in a website.

Business Implication: These features help meet baseline expectations and are crucial for maintaining competitiveness.

🔹 3. Exciting Features – “Delighters”

Definition: These are unexpected but desirable features that surprise and delight customers. They are not required, but their presence can significantly enhance customer satisfaction and loyalty.

  • Customer View: “Wow, I didn’t expect this!”
  • Impact: Presence creates strong positive emotions; absence doesn’t hurt.
  • Examples:
    • Complimentary upgrades.
    • Personalized thank-you notes.
    • Innovative design elements.

Business Implication: These features can be used to differentiate your offering and create emotional connections with customers.

2) Affinity Diagram :

An Affinity Diagram is a visual tool used to group ideas, observations, or feedback into meaningful categories based on their natural relationships. It helps teams make sense of large volumes of information by identifying patterns and themes.

🛠️ Steps to Create an Affinity Diagram for VoC

  1. Gather Raw Data
    Collect customer feedback from various sources—verbatim comments, survey responses, support tickets, etc.

  2. Write Each Idea on a Card or Sticky Note
    Each piece of feedback should be written separately to allow flexible grouping.

  3. Group Similar Ideas Together
    Without predefined categories, group notes based on similarity or shared themes.

  4. Label Each Group
    Assign a heading that summarizes the theme of each cluster (e.g., “Ease of Use,” “Pricing Concerns,” “Customer Support”).

  5. Review and Refine
    Discuss with stakeholders to validate groupings and identify priority areas.



Kano Diagram: Understanding Customer Satisfaction Through Feature Classification

The Kano Model is a powerful tool used in Voice of the Customer (VoC) analysis to categorize product or service features based on how they influence customer satisfaction. Developed by Professor Noriaki Kano, this model helps businesses prioritize features that deliver the most value.

🔹 Three Main Feature Categories

  1. Basic Needs (Must-Be)

    • These are essential features. Their absence causes dissatisfaction, but their presence doesn’t increase satisfaction.
    • Example: A hotel room must have a bed.

  2. Performance Needs (One-Dimensional)

    • These features directly correlate with satisfaction—the better they are, the happier the customer.
    • Example: Faster internet speed in a hotel.

  3. Excitement Needs (Delighters)

    • Unexpected features that pleasantly surprise customers. Their absence doesn’t cause dissatisfaction, but their presence boosts satisfaction.
    • Example: Free room upgrade or welcome gift.




✅ Why Use the Kano Diagram?

  • Helps prioritize features based on customer impact
  • Supports strategic product design and innovation
  • Enhances customer satisfaction and loyalty



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