CAGE and KANO Models for Voice of the Customer

Easy to Use Cage and Kano Model Templates in Excel

  • 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 plot Satisfaction vs. Execution.

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

  1. 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)
  2. Note that anything outside of green circle represents what customers and/or the team got wrong.

The KANO Model


How to Use QI Macros KANO Model template

Double-click each of the 3 arrows to move and/or re-size at your discretion, to represent Satisfaction vs. Execution:

QI Macros add-in for Excel installs a new tab on Excel's menu. 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:

voice of the customer template excel

Once you have opened the Voice of the Customer Matrix template, select the CAGE & KANO Model tab:


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Other Charts Included in QI Macros Add-in for Excel