Agile Business Analysis Practice Exam 2026 – All-in-One Resource to Excel in Your Certification!

In the KANO method, expected features are fundamental requirements that customers anticipate as part of a product or service. These features are seen as basic necessities; their presence does not particularly enhance customer satisfaction, but their absence can lead to significant dissatisfaction. For example, in a hotel, customers expect clean sheets and functioning water facilities. If these expected features are not present, customers will likely be unhappy, regardless of other features the service may offer.

Normal features, on the other hand, contribute to customer satisfaction when present, but are not strictly required for basic fulfillment. Exciter features delight customers and enhance their experience but are not crucial for preventing dissatisfaction. Hidden features may also add value but are not something customers actively recognize or require for satisfaction.

Thus, the emphasis on expected features is crucial in ensuring that customers have their basic needs met, making these features essential for avoiding dissatisfaction.