Classify aftersales improvements as must-be, performance, attractive, indifferent, or reverse.
Kano keeps teams from decorating a broken promise. The classification Must-be needs are table stakes. Performance needs scale: more speed, clarity, or uptime creates more satisfaction. Attractive needs create surprise because the customer did not expect them. Indifferent work consumes effort without changing the customer experience. Reverse features create friction for some customers. The aftersales rule Fund must-be stability first, then performance drivers, then selective delight. The sequence matters because customers rarely praise delight when the core promise is unstable.
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