If you ask leaders from any organization, whether for-profit or not-for-profit, what matters most to their business, you will get some version of, "the customer comes first," or, "if we delight our customers, we will be successful." However, many organizations struggle to find the optimal match between what they can deliver and what their (ideal) customers really want.

Drawing on Kano's model, respond to the prompts below:

• Where should companies spend the bulk of their quality efforts, focusing on dissatisfiers, satisfiers or exciters/delighters? Why?
• Select a key product or service your organization offers. Briefly summarize one example of feedback about quality from customers regarding dissatisfiers, satisfiers, and exciters/delighters.
• Where does your organization focus most of its quality and customer satisfaction efforts? Is this approach working? Explain.