Organizations are constantly challenged to reduce costs yet meet increasingly complex customer expectations. It is critical for organizations to understand customer needs with respect to various customer segments in order to remain viable. This session will provide a roadmap on applying the Kano model to understand the voice of the customer for a diverse range of customer segments. Topics will include identification of customer needs, categorization of the needs based on their impact on satisfaction, and prioritization of the needs based on their strength values (category and total) that indicate an important customer perspective. In addition, a healthcare case study will be presented to illustrate the usefulness of this methodology as well as the various calculations.