Kano Model
for Printing (ISIC 1811)
The Printing industry operates in a highly competitive and often commoditized market where customer expectations are constantly rising. The Kano Model is exceptionally well-suited as it provides a structured approach to understand and prioritize customer needs beyond basic quality and cost. This...
Strategic Overview
The Kano Model provides a powerful framework for printing companies to understand and meet evolving customer expectations, moving beyond simply fulfilling orders to proactively delighting clients. In an industry often perceived as commoditized, differentiating services based on customer satisfaction drivers is crucial for competitive advantage and margin improvement. By segmenting customer requirements into 'Basic,' 'Performance,' and 'Excitement' categories, printers can strategically allocate resources to avoid dissatisfaction, compete effectively on core attributes, and innovate to create unique value propositions.
For the Printing industry, basic requirements include foundational aspects like accurate color reproduction (a persistent challenge, PM01), on-time delivery, and competitive pricing – these are table stakes. Performance attributes encompass aspects like print speed, material versatility, and efficient order processing, where incremental improvements directly lead to increased customer satisfaction. The true differentiator lies in 'Excitement Generators,' such as hyper-personalization, augmented reality (AR) integration in print, or bespoke finishing techniques that customers may not even articulate but which create significant delight and loyalty, justifying premium pricing and mitigating client attrition (CS01).
Applying the Kano Model helps printing firms identify areas for strategic investment. Instead of solely competing on price, which often leads to reduced profitability, companies can invest in advanced technologies (IN02) or creative services (IN03) that elevate customer experience and establish unique market positions. This approach is vital for addressing challenges like high capital investment (PM03) by ensuring that technological upgrades translate into tangible customer value and sustained business growth.
4 strategic insights for this industry
Basic Requirements are Non-Negotiable Table Stakes
Fundamental aspects like precise color matching, sharp image resolution, accurate binding, and on-time delivery are 'must-be' qualities. Failure to meet these basic expectations, which are often taken for granted, results in extreme customer dissatisfaction and reputational damage (CS01). Printers must ensure robust quality control (PM01) and reliable logistics (PM02) before focusing on higher-level satisfaction drivers. For instance, a print job with incorrect colors is entirely unacceptable, regardless of how quickly it was produced.
Performance Attributes Drive Competitive Differentiation on Core Services
Features such as faster turnaround times, competitive pricing structures, wider material selection (e.g., specialty papers, synthetics), and efficient online ordering/proofing systems are 'performance' attributes. Improvements in these areas lead to a proportional increase in customer satisfaction. Investing in state-of-the-art machinery (IN02) that offers higher speeds or greater material flexibility directly contributes to these performance gains. For example, reducing a standard print job's lead time from 5 to 3 days significantly enhances perceived value and satisfaction.
Excitement Generators Create Brand Loyalty and Premium Opportunities
'Excitement generators' are unexpected features that delight customers and were not explicitly requested. In printing, this could include offering hyper-personalized variable data printing beyond simple name changes, integrating augmented reality (AR) elements into print campaigns, bespoke finishing techniques (e.g., metallic foiling, soft-touch laminates), or interactive print experiences. These innovations (IN03) differentiate a printer from competitors, justify higher prices, and foster strong client relationships, mitigating client attrition (CS01) and the 'innovation tax' (IN05) by generating new revenue streams.
Digitization Elevates All Kano Categories
Technology adoption (IN02) and digital transformation efforts can enhance all Kano categories. Automated online portals and streamlined digital workflows can ensure consistent delivery of basic requirements. AI-driven proofing and predictive maintenance improve performance. More importantly, digital printing technologies, combined with data analytics, enable cost-effective personalization and 'smart print' solutions, serving as potent excitement generators. However, legacy system drag (IN02) and high R&D burdens (IN05) pose significant challenges to fully leveraging these digital capabilities.
Prioritized actions for this industry
Establish and Automate 'Basic' Service Level Agreements (SLAs)
Ensure consistent delivery of foundational requirements (e.g., color accuracy, on-time delivery, error-free production) by implementing robust quality control systems and automating common processes like digital proofing and order tracking. This minimizes dissatisfaction and protects brand reputation (CS01).
Invest Strategically in Performance-Enhancing Technologies
Prioritize investments in faster, more energy-efficient presses (IN02) that offer expanded material capabilities or improved cost-per-impression. This directly enhances customer satisfaction through better pricing and faster turnaround times, allowing the printer to compete more effectively in the market. The investment should be justified by demonstrable improvements in operational efficiency and customer-perceived value.
Develop and Market Niche 'Excitement Generator' Offerings
Identify specific high-value, innovative services that can delight customers and differentiate the business. Examples include variable data printing, augmented reality (AR) print experiences, unique finishing options (e.g., scented inks, thermochromic), or bespoke packaging solutions. These offerings (IN03) create opportunities for premium pricing, foster client loyalty, and mitigate the risk of being viewed as a commodity provider.
Implement Continuous Customer Feedback Loops for Kano Mapping
Regularly survey clients using Kano-specific questions to identify current basic, performance, and excitement attributes. This helps in understanding shifting customer preferences, prioritizing R&D efforts (IN03, IN05), and ensuring that new investments align with actual market demand, thereby minimizing wasted resources and enhancing client satisfaction (CS01).
From quick wins to long-term transformation
- Conduct an internal audit of all processes related to basic requirements (e.g., pre-press checks, delivery protocols) to identify and rectify common errors.
- Implement a basic customer satisfaction survey to identify current pain points and areas for quick performance improvement.
- Train customer service teams to proactively identify and communicate 'excitement' features available, even if currently limited.
- Invest in software solutions for automated online proofing, job tracking, and workflow management to enhance performance attributes.
- Pilot a new 'excitement' service with a key client, such as personalized print runs or an interactive AR campaign.
- Upgrade a critical piece of machinery to improve speed, quality, or material versatility, targeting a key performance attribute.
- Develop a strategic R&D roadmap focused on emerging technologies (e.g., intelligent packaging, conductive inks) for future 'excitement generators.'
- Integrate AI and data analytics into the customer journey to anticipate needs and proactively offer personalized print solutions.
- Forge partnerships with technology providers (e.g., AR/VR developers) to offer integrated print-plus-digital solutions.
- Failing to consistently meet basic requirements while over-investing in excitement features, leading to overall dissatisfaction.
- Misinterpreting customer needs, investing in features they don't value, or failing to communicate the value of new features effectively.
- Lack of employee training and buy-in for new technologies and customer-centric processes, hindering implementation.
- Assuming 'excitement' features remain exciting indefinitely; they often become 'performance' or 'basic' over time, requiring continuous innovation.
Measuring strategic progress
| Metric | Description | Target Benchmark |
|---|---|---|
| Customer Satisfaction Score (CSAT) | Measures overall customer satisfaction with print orders and services. | Maintain >90% CSAT for basic requirements; achieve >80% for performance; >70% for excitement features. |
| Net Promoter Score (NPS) | Measures customer loyalty and willingness to recommend services. | Achieve an NPS of +50 or higher within 24 months. |
| On-Time Delivery Rate | Percentage of print jobs delivered by the promised deadline. | Maintain 98% or higher. |
| Error/Rework Rate | Percentage of jobs requiring rework or customer complaints due to errors. | Reduce to less than 0.5%. |
| Revenue from New/Excitement Services | Percentage of total revenue generated from offerings identified as 'excitement generators'. | Increase by 5-10% year-over-year. |
Other strategy analyses for Printing
Also see: Kano Model Framework