More on Kano Dissatisfiers/Satisfiers

Focusing on Customers - Chapter 5: "A Japanese professor, Noriaki Kano, suggested three classes of customer requirements:
Dissatisfiers: requirements that are expected in a product or service. In an auto- mobile, a radio, heater, and required safety features are examples, which are generally not stated by customers but assumed as given. If these features are not present, the customer is dissatisfied.
Satisfiers: requirements that customers say they want. Many car buyers want a sunroof or power windows. Although these requirements are generally not expected, fulfilling them creates satisfaction.
Exciters/delighters: new or innovative features that customers do not expect. One example is emerging satellite navigational systems for automobiles.

Meeting customer expectations (that is, providing satisfiers) is often considered the minimum required to stay in business.
To be truly competitive, companies must surprise and delight customers by going beyond the expected.
As customers become familiar with them, exciters/delighters become satisfiers over time.
Eventually, satisfiers become dissatisfiers.
In the Kano classification system, dissatisfiers and satisfiers are relatively easy to determine through routine marketing research. "