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    Kano Model: Erica Lynn Farmer Cmq/Oe, CSSBB, MBB

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    Faisal Taquie
    The Kano Model is a theory of product development and customer satisfaction developed by Noriaki Kano. It classifies product attributes into three categories: dissatisfiers (expected basic attributes), satisfiers (linear attributes where more is better), and delighters (unexpected attributes that excite customers). The Kano Model process involves analyzing customer data to identify attributes in each category. This informs strategies for project selection, product development, and marketing to focus on dissatisfiers as basic requirements, satisfiers to outperform competitors, and delighters to differentiate.

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    Kano Model: Erica Lynn Farmer Cmq/Oe, CSSBB, MBB

    Uploaded by

    Faisal Taquie
    94 views23 pages
    The Kano Model is a theory of product development and customer satisfaction developed by Noriaki Kano. It classifies product attributes into three categories: dissatisfiers (expected basic attributes), satisfiers (linear attributes where more is better), and delighters (unexpected attributes that excite customers). The Kano Model process involves analyzing customer data to identify attributes in each category. This informs strategies for project selection, product development, and marketing to focus on dissatisfiers as basic requirements, satisfiers to outperform competitors, and delighters to differentiate.

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    The Kano Model is a theory of product development and customer satisfaction developed by Noriaki Kano. It classifies product attributes into three categories: dissatisfiers (expected basic attributes), satisfiers (linear attributes where more is better), and delighters (unexpected attributes that excite customers). The Kano Model process involves analyzing customer data to identify attributes in each category. This informs strategies for project selection, product development, and marketing to focus on dissatisfiers as basic requirements, satisfiers to outperform competitors, and delighters to differentiate.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    94 views23 pages

    Kano Model: Erica Lynn Farmer Cmq/Oe, CSSBB, MBB

    Uploaded by

    Faisal Taquie
    The Kano Model is a theory of product development and customer satisfaction developed by Noriaki Kano. It classifies product attributes into three categories: dissatisfiers (expected basic attributes), satisfiers (linear attributes where more is better), and delighters (unexpected attributes that excite customers). The Kano Model process involves analyzing customer data to identify attributes in each category. This informs strategies for project selection, product development, and marketing to focus on dissatisfiers as basic requirements, satisfiers to outperform competitors, and delighters to differentiate.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 23

    Kano Model

    Erica Lynn Farmer CMQ/OE, CSSBB, MBB

    Objectives
    Origins Purpose Process Model Key Elements Methodology Application Examples

    Origins of the Kano Model

    Noriaki Kano
    Professor

    at Tokyo Rika University International Consultant Received individual Demming Prize in 1997

    Origins of the Kano Model

    Noriaki Kano

    Developed foundation for an approach on Attractive Quality Creation commonly referred to as the Kano Model Challenged traditional Customer Satisfaction Models that More is better, i.e. the more you perform on each service attribute the more satisfied the customers will be. Proposed new Customer Satisfaction model (Kano Model)

    Performance on product and service attributes is not equal in the eyes of the customers Performance on certain categories attributes produces higher levels of satisfaction than others.

    When to use the Kano Model

    Project Selection
    Lean

    Six Sigma Design for Six Sigma

    New Product Development New Service Development Determine Market Strategies

    Key Elements
    Identify the Voice of the Customer Translate Voice of the Customer into Critical to Quality Characteristics (CTQs) Rank the CTQs into three categories:

    Dissatisfier

    - Must bes Cost of Entry Satisfier More is better Competitive Delighter Latent Need Differentiator

    Evaluate Current Performance

    Kano Model
    Didnt know I wanted it but I like it. Satisfaction Satisfier One Dimensional Desired Quality

    Delighters Excited Quality Service Performance Dissatisfier Must-be Expected Quality

    Service Performance

    Cannot increase my satisfaction but , can decrease.

    Dissatisfaction

    Kano Model Process


    Research Research
    Research available data sources Determine data collection strategy Design data collection instruments Collect and summarize data

    Analyze & Analyze & Brainstorm Brainstorm


    Analyze results from data collection Brainstorm list of features and functionality Develop Functional and Dysfunctional

    Plot & Plot & Diagram Diagram

    Strategize Strategize

    Develop Customer Requirement Matrix Record Questionnaire results in Matrix and Summarize Plot results on Kano Model

    Determine Project selection Product Development Service Development Identify Marketing Strategy

    Research

    Must Bes - Focus Groups, Lawsuits and Regulations, Buzz on Internet Satisfiers - Competitive Analysis, Interviews, Surveys, Search Logs, Usablity Testing, Customer Forums Delighters - Field Research, Marketing/Branding Vision, Industrial Design, Packaging, Call Center Data, Site Logs

    Analyze & Brainstorm


    Analyze data from available sources Brainstorm list of features and functionality Determine type of requirements:
    Output Requirements Service Requirements

    Kano Model Requirements Survey

    User Survey

    Functional form vs. Dysfunctional Form


    How would you feel if the product had feature X? How would you feel if the product didnt have feature X?

    Kano Questionnaire Answers:


    I like it. I expect it. Im neutral. I can tolerate it. I dislike it.

    Example: Requirements Survey

    Example: Requirements Questionnaire

    Functional vs. Dysfunctional Comparison

    Evaluation Customer Requirements


    C.R. 1 2 3 4 5 11 A 3 5 6 E 6 6 1 13 1 O 14 11 4 10 2 9 1 R Q I 1 11 Total Grade 23 O 23 23 23 23 O I E A

    Customer Requirement is: A: Attractive E: Expected R: Reverse O: One Dimensional Q: Questionable Result I: Indifferent

    Plot & Diagram


    Satisfaction Satisfier One Dimensional Desired Quality Delighters Attractive Excited Quality

    Service Performance Dissatisfier Must Be Expected Quality

    Service Performance

    Dissatisfaction

    Kano Model & QFD

    Strategize

    Project Selection
    Lean

    Six Sigma Design for Six Sigma

    Organizational Strategy
    Dissatisfier

    Must bes Cost of Entry Satisfier More is better Competitive Delighter Latent Need Differentiator

    Application

    Break into Teams Select Team Leader Select Scribe Select Presenter Scenario You work for a Hotel chain and your company is trying to identify Voice of the Customer information to improve Hotel performance. Instructions:
    Brainstorm important characteristics you expect when staying at a Hotel Identify whether they are a Must be, Expected or a Delighter from a Business Client perspective and from a vacationer perspective Add in what the current performance is for the Hotel

    Example Results

    Debrief
    Analysis Strategy Recommendations

    Summary of Kano Model


    Analyze and rank the voice of the customer data Develop into Categories

    Dissatisfier

    Must bes Cost of Entry Satisfier More is better Competitive Delighter Latent Need Differentiator

    Identify and implement strategy

    Questions

    References

    Walder, D., (1993). Kanos model for understanding customerdefined quality. Center For Quality of Management Journal, 39, 65 69. Jacobs, R., (1997). Evaluating customer satisfaction with media products and services. European Media Management Journal, 32, 11 18. Ungvari, S., (1999). Adding the third dimension to auqlity. Triz Journal, 40, 31 35. Sauerwein, E., Bailom, F., Matzler, K., & Hinterhuber, H. (1996). The kano model: How to delight your customers. International Working Seminar on Production Economics, 19, 313 - 327 Zultner, R.E. & Mazur, G. H. ( 2006). The Kano Model: Recent Developments. The eighteenth symposium on Quality Function Deployment.

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