How do you analyze customer needs? How can you easily data mine? What delights the customers or what their basic desires are? How do you know which customer requirements are to be prioritized? First? One powerful technique to address these questions has been developed by Professor Nori, Aki Kanno and his colleagues of Tokyo rica University.

The candle theory has three main pillars, customer requirements, the functionality of your product or service and the customer satisfaction levels. So how would you go about working with these three pillars? This is what we would study in the subsequent chapters. However, Let's take a look at them at a high level. As advised by Cannell, you would first understand the customer requirements and classify them into specific requirement categories. We will learn these categories in a few moments.

You would then prioritize these requirements and increase the functionality of your products or services. And you would finally observe a proportional increase in the levels of customer satisfaction. So, what are the customer requirement categories? The Kano model addresses three types of requirement categories one satisfying basic needs of the customer do satisfying the performance needs of your customer and three satisfying the excitement needs of your guests.