Download - Kano Model
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Origin of KANONoriaki Kano
Professor at Tokyo Rika UniversityInternational ConsultantReceived individual Demming Prize in 1997Developed 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.
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When to use?Project Selection
Lean Six SigmaDesign for Six Sigma
New Product DevelopmentNew Service DevelopmentDetermine Market Strategies
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Key Elements….Identify the Voice of the CustomerTranslate Voice of the Customer into Critical to
Quality Characteristics (CTQs)Rank the CTQs into three categories:
Dissatisfier - Must be’s – Cost of EntrySatisfier – More is better – Competitive Delighter – Latent Need – Differentiator
Evaluate Current Performance
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Kano Model
DelightersExcited Quality
DissatisfierMust-be
Expected Quality
“Didn’t know I wanted it but I
like it.”
“Cannot increase my satisfaction, but
can decrease.”
Dissatisfaction
Satisfaction
Service Performance
Service Performance
SatisfierOne DimensionalDesired Quality
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KANO model Process
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ResearchMust Be’s - Focus Groups, Lawsuits and
Regulations, Buzz on InternetSatisfiers - Competitive Analysis, Interviews,
Surveys, Search Logs, Usablity Testing, Customer Forums
Delighters - Field Research, Marketing/Branding Vision, Industrial Design, Packaging, Call Center Data, Site Logs
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Analyze and BrainstormAnalyze data from available sourcesBrainstorm list of features and functionalityDetermine type of requirements:
Output Requirements Service Requirements
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Contd..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 didn’t have
feature X?”Kano Questionnaire Answers:
I like it. I expect it. I’m neutral. I can tolerate it. I dislike it.
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Example: Requirements Survey
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KANO QUESTIONNAIRE
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PLOT and DIAGRAM
DelightersExcited Quality
DissatisfierMust-be
Expected Quality
“Didn’t know I wanted it but I
like it.”
“Cannot increase my satisfaction, but
can decrease.”
Dissatisfaction
Satisfaction
Service Performance
Service Performance
SatisfierOne DimensionalDesired Quality
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STRATEGIZEOrganizational Strategy
Dissatisfier – Must be’s – Cost of EntrySatisfier – More is better – Competitive Delighter – Latent Need – Differentiator
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APPLICATIONBreak into TeamsSelect Team LeaderSelect PresenterScenario – 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
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Example Results
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Summary of kano modelAnalyze and rank the voice of the customer dataDevelop into Categories
Dissatisfier – Must be’s – Cost of EntrySatisfier – More is better – Competitive Delighter – Latent Need – Differentiator
Identify and implement strategy