Basics (Kano Model)
What are Basics?
In the Kano Model, basics are the fundamental expectations customers assume will work (e.g., accurate billing, product delivery). Meeting them is essential, but exceeding them rarely increases loyalty.
In the Customer AI Masterclass (Unit 1.2: Customer Journeys), basics are contrasted with satisfiers and delighters. Over-investing in basics is considered a poor allocation of resources; Customer AI instead helps identify which basics are mission-critical versus which can be streamlined.
