Threshold factors are so taken for granted that customers only become aware of them if they do not meet them, e.g. simply placing products in the shopping basket. If this does not work, it quickly causes dissatisfaction among customers. On the other hand, existing hygiene factors do not lead to satisfaction. The customer is aware of performance factors (e.g. easily accessible customer service). These factors eliminate the dissatisfaction or create satisfaction depending on the extent of the quality.
According to the Kano-Modell it is the excitement factors that make the difference. These are factors with added value that a customer or user does not necessarily expect, e.g. an individual product configurator or a unique app. This phenomenon is clearly visible in the following figure.
Due to the strong experience orientation in the western culture, such excitement factors are particularly useful to set a company apart from the competition. An AWA survey from 2019 shows how strong this trend is. 24.68 million people aged 14 and over stated that it is particularly important for them to experience strong experiences, adventure and excitement in life. After all, this is about 30% of the total German population.
Of course, this result is also reflected in the shopping and usage behavior of consumers. Because strong experiences also play an important digital role. A positive customer experience should therefore have the highest priority for companies, especially in digital channels.