KANO Analysis

An Executive Summary by Upendra Kartik

 The Agenda
Who is Kano
When Kano model was invented
Why is Kano model important
How to perform Kano analysis
Where is Kano Analysis used
What are the benefits Kano Model
Real life example
Who is Kano

Noriaki Kano

Born in 1940, Tokyo, Japan

Professor at Tokyo Rika University

International Consultant

Received individual Deming Prize in 1997

 When Kano model was invented
 As it was invented by Dr Noriaki Kano it was named after
him.

 In 1984 from Tokyo Rika University

 The objective of KANO model is to delight Customers

 New Customer Satisfaction model

 Why KANO Model is important
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 be’s – Cost of Entry

Satisfier – More is better – Competitive

Delighter – Latent Need – Differentiator

Evaluate Current Performance

How to perform KANO Analysis
 Process of Performing Kano Analysis
 1. Develop the questionnaire
 2. Test the questionnaire and revise if required
 3. Administer the questionnaire to customers
 4. Analyze the results
 How to perform KANO Analysis
KANO evaluation Questionnaire
How to perform KANO Analysis
 The Five Different Customer Requirements
 A = Attractive
 M= Must-be
 O= One-dimensional
 I = Indifferent
 R= Reversed
 Q= Questionable
 How to perform KANO Analysis
The Simple KANO Model
How to perform KANO Analysis
 Attractive requirements
 Attractive requirements are neither explicitly expressed nor expected by the
customer
 Fulfilling these requirements leads to more than proportional satisfaction
 If they are not met, there is no feeling of dissatisfaction

 One-dimensional requirements
 The higher the level of fulfillment, the higher the customer’s satisfaction and
vice versa
 One-dimensional requirements are usually explicitly demanded by the
customer

 Must-be requirements
 If not fulfilled, the customer will be extremely dissatisfied
 On the other hand, as the customer takes these requirements for granted, their
fulfillment will not increase his satisfaction
How to perform KANO Analysis
 I = Indifferent
 The customer is neither satisfied nor dissatisfied whether the
product, service or process is dysfunctional or fully functional
 R = Reversed
 This product, service or process feature is not only not wanted by
the customer but they even expect the reverse
 Q = Questionable
 There is a contradiction in the customers answers to the questions
 Questionable scores signify that the question was phased
incorrectly, or that the person interviewed misunderstood the
question or crossed out a wrong answer by mistake
 How to perform KANO Analysis
The Complete KANO Model
 How to perform KANO Analysis
KANO evaluation Table
 How to perform KANO Analysis
Formulae for Extent of Satisfaction and Extent of Dissatisfaction
 Where is Kano Analysis used

Project Selection

Lean Six Sigma (LSS)

Design for Six Sigma (DFSS)

Design for customer satisfaction and Manufacturability (DCAM)

New Product Development

New Service Development

Determine Market Strategies

 What are the benefits of Kano Model
Value of Satisfaction and Dissatisfaction on specific

feature helps to take a better decision

Deliver a customer desired product

Identifying customer needs

Determining functional requirements

Concept development

Analysing competitive products

 Example
Kano's Questionnaire
Evaluatio
S.No Parametric question Standard answers Response from respondents
n table
I like it that way + + + + + + + + +
It must be that way +
How do you feel if your
smart phone can support I am neutral +
battery backup for 2days
I can live it that way
I dislike that way
1 A
I like it that way
It must be that way +
How do you feel if your
smart phone cannot support I am neutral + + + + + +
battery backup for 2days
I can live it that way + + +
I dislike that way +

+ is response by the respondent

Example
 Example

Customer satisfaction
Table of Results
coefficient

Extent of
Extent of
dissatisfactio
satisfaction:
S.N Catego n:
Product feature A O M I R Q Total
o ry
(A+O)/
(A+O+M+I -(O+M)/(A+
) O+M+I)
Smart phone
9.1 1.00 -0.11
1 support 2days 8 73% 1 0 0% 0 0% 2 18% 0 0% 11 A
% (100%) (11%)
backup

As per given formula,100% of the customers are

satisfied if this product feature is incorporated and
only 11% of the customers are dissatisfied if not
provided i.e., it is a differentiating feature and
surely need to be incorporated to gain the
competitive advantage
 About Author
Upendra Kartik, with 14 years of rich and valuable experience was engaged
Leadership roles in Business Management, Organizational Consulting and Quality
Management in diversified sectors. He Successfully lead projects in improving
productivity, process optimization, and Cost reduction using Six Sigma, Lean and
Project Management methodologies in the fields of Education, Insurance,
Manufacturing and Healthcare that helped clients to save about $50 Million USD.
He created Quality, Leadership, HR and Technology frameworks that are been
Clientele Served successfully implemented across 3 organizations around the globe.
 Ministry of Education,
Highlights:
KSA
 Al-Obeikan, KSA • Managed projects in Education, Healthcare, Insurance and Manufacturing using
 Al-wafa Hospital, KSA Lean, Six Sigma, BSC, ISO and EFQM methodologies.
• Coached more than 2000+ participants around the globe in many training events
 Bharat Petroleum, IND
and international forums.
 Wipro ePeripherals,
• Introduced innovative learning tools and services to healthcare and education.
IND • Lead Six Sigma Black Belt projects in Operations, Training, HR and Sales
 National Informatics functions.
Centre, IND • Established Quality and HR functions in Insurance, Healthcare and Educational
 Larsen & Toubro, IND sectors.
 King Fahad Medical Roles held:
Thank You . . .