BESs Institute of Management Studies and Research, Byculla

Operation Planning and ControlKano Model of Customer Satisfaction

Presented by: Manish Pulse MMS 3rd Sem Roll no. 38
Presented to: Prof. Mukundan

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

Born: 1940 (Tokyo, Japan)

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.

The Kano Model of Customer satisfaction classifies product attributes based on how they are perceived by customers and their effect on customer satisfaction. These classifications are useful for guiding design decisions in that they indicate when good is good enough, and when more is better.

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

A competitive product meets basic attributes, maximises performances attributes, and includes as many excitement attributes as possible at a cost the market can bear. Threshold Attributes Threshold (or basic) attributes are the expected attributes or musts of a product, and do not provide an opportunity for product differentiation. An example of a threshold attribute would be brakes on a car.

Performance Attributes Performance attributes are those for which more is generally better, and will improve customer satisfaction. Example: Customers would be willing to pay more for a car that provides them with better fuel economy.

Excitement Attributes Excitement attributes are unspoken and unexpected by customers but can result in high levels of customer satisfaction, however their absence does not lead to 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