Kano Theory from Rory Sutherland
What links these seemingly random images together??
🔥 I learned about Kano Theory from Rory Sutherland at an Ogilvy One event in May and I loved it.
💡 I loved it because when a theory brings order and clarity to something that is then backed up with creativity...it's extremely satisfying (and useful of course).
Rory Sutherland, Clare Lawson (CEO EMEA Ogilvy One) and Angus George (ECD Ogilvy One) did just that last night.
So I wanted to share what was talked about in the hope you find it as satisfying...
😍 Kano Theory reveals how different types of product/ service features affect customer satisfaction.
These are three different levels of need in Kano Theory (using a hotel as an example)
The 3rd is where it really comes to life:
🥉 1.Basic Needs: Must-haves that prevent dissatisfaction
E.g. Clean sheets, clean functioning bathroom
🥈 2.Performance Needs: More is better; affects satisfaction directly.
E.g. Fast free wifi, comfy mattress, nice toiletries
🥇 3.Excitement Needs: Surprises that delight but aren’t expected.
These are real examples talked about by Rory Sutherland and Angus George (referenced in the image)
🍪 A free freshly baked, warm choc chip cookie when you check in to any Double Tree By Hilton Hotel
🍦 The "Popsicle Hotline" poolside phone at the Magical Castle Hotel in LA - The ice-pop is delivered on a silver platter, no charge.
And some other great examples non-hotel related:
🍾 The Champagne Button at your table in the Bob Bob Ricard Restaurant in Soho
🏎 The "F1 Wake Up Call" where US F1 Fans needing to wake up for the UK F1 Race in the middle of the night were able to download an alarm call recorded by their favourite F1 Driver.
😍 And it is these unexpected moments of delight that people remember and importantly love to share.
💸 As Rory Sutherland said, the company Finance Director may not like many of these seemingly 'free' moments, but they deliver so much more for increased awareness and business that they have to deliver back much more than invested...if done well.
😍 I believe the Kano Theory can be seen in so many places once you start looking.
It has real relevance in Client - Agency relationships too, where either may provide unexpected moments of surprise and delight.
This could be so many things, but from my experience two easy examples could be briefings done by Clients in inspirational place such as stores or factories, and for the Agencies, when they wear, eat, drink, visit or experience the Client's products.
✅ The event certainly achieved what was intended...it got people thinking and talking.
#kanotheory #surpriseanddelight