Looking for CAGE or KANO Templates in Excel?

QI Macros has Ready-Made Cage & Kano VOC Templates!

Why It Matters:

A Voice of the Customer Matrix is used in the initial stages of process or product development. It is used to gather and document a customer's needs and wants.
The CAGE Model is used to visually represent what customers and/or team members got right and wrong about the ultimate requirements.
The Kano Model is used to identify quality attributes within a design or system via a customer-survey approach. This leads to a better understanding of the customer's preferences. It is also used to plot Satisfaction vs. Execution.

Listen to our Cage & Kano Models podcast below!

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* Generated using QI Macros' source material via an AI model *

Go Deeper: The CAGE Model

C	Customer insights	Key insights discovered when researching requirements.
A	Customer & Team Agree	Requirements the team identified and customers verified during research.
G	Given requirements	Expected quality or features that are so obvious they are not usually even stated by customers.
E	Excitement (wows)	Elements of a product or service that customers don't even know they want.

Example of the CAGE Model Template

voice of the customer cage model

How to Use QI Macros CAGE Model template

Double-click each shape you wish to move and/or re-size, representing the following:
- How teams understand requirements
- What customers tell you (VOC)
- Ultimate requirements (sweet spot)
Note that anything outside of green circle represents what customers and/or the team got wrong.

Go Deeper: The KANO Model

Kano-model

How to use QI Macros' KANO Model template

See example below for instructions on how to fill-out your KANO Model:

Input your Attributes list in cells A2:A15.
Have participant(s) complete the survey accordingly by responding with Q, M, O, A, I, or R for each question:

Questionable
Must-Be
One-Dimensional
Attractive
Indifferent
Reverse
Then, input the response totals for each value, in each row, in table B2:G15.
The "Final Category" for each question (row) will be assigned automatically in cells H2:H15.

NOTE: The cell with the largest value in each row will turn yellow. This is the letter that will then be placed in the "Final Category."
"Category Strength" will be automatically calculated in cells I2:I15. And those cells will turn red if percentage is < 5%, while "Total Strength" will be calculated in cells in J2:J15 and those cells will turn green if the calculated percentage is > 50%.
The "Better" and "Worse" values will then be plotted in the chart below the Attributes table:
Lastly, click on each of the 3 arrows in the graph below to move and/or re-size at your discretion, to represent Satisfaction vs. Execution:

* Attributes Table and functionality included in the July 2025 version of QI Macros *

To access the voice of the customer matrix and templates for the Cage and Kano models, click on QI Macros menu > Planning & PM Tools > Voice of the Customer Matrix. Once you have opened the Voice of the Customer Matrix template, select the "CAGE Model" or "KANO Model" tab:

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The Cage/Kano VOC is one of many tools included in QI Macros add-in for Excel.

QI Macros adds a new tab to Excel's menu, making it easy to find any tool you need. If you can't locate a tool, use the find tools feature on the far right side of QI Macros menu.