Basic factors
What are basic factors?
These are the factors that must at least be present, the basic needs of the product or service. A telephone needs to be able to make calls and a hotel room needs a bed. If these factors are not present, this will cause the customer to be dissatisfied.
In addition to basic factors, there are also performance factors and WOW factors. With performance factors, the more of it there is, the happier the customer becomes. If there is less of it, the customer becomes less satisfied again. WOW factors are not missed when they are not present, but affect satisfaction very much when they are. The customer does not expect them, but are pleasantly surprised when they are.
You can identify the different customer needs and break them down into basic, performance and WOW factors using the KANO model.
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