Kano Analysis
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page 1 07/17/22 Presentation Kano Model Analysis
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Transcript of Kano Analysis
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Kano Model Analysis
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Contents:
IntroductionConceptKano GraphWorking BenefitsDrawbacks
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Introducing the Concept
Invented by Dr. Noriaki Kano Is a quality measurement tool used
to prioritize customer needs based on how they impact customer satisfaction
Affect future purchasing decisionsStrategically guides design
decisions
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Defining the Concept
Breaks down components of a product or service in categories based on its impact on customer satisfaction.
To determine consumer priorities we develop a questionnaire to gauge willingness to pay & customer satisfaction vis a vis product attributes.
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Defining the Concept Cont.
1. Surprise and delight factorsAlso called excitement factors
and attractive attributesSatisfies latent needs, Their presence increases
satisfaction, their absence does not decrease it
Source of differentiation
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Defining the Concept Cont.
2. Performance attributesAlso called ‘more is better’
attributes and one-dimensional attributes
Directly linked to voiced demands of customer relative to quality and their willingness to pay
Presence enhances satisfaction while absence reduces it
Linear relation to customer satisfaction the better you do the more they like it!
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Defining the Concept Cont.
3. Must-be attributesAlso called threshold attributes Represent basic musts or
functions expected of a product/service
When present are neutral, when absent dissatisfy consumers
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Basic Kano GraphSatisfacti
on
dissatisfaction
Or Delight Factors
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Refining the Model
Earlier we said that we can break down a product’s attributes
In addition to surprise and delight factors, performance attributes and must be’s we have:
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Refining the Model Continued4. Indifferent attributes
Attributes of a product or service whose presence or absence doesn’t affect customer satisfaction
5. DissatisfiersAlso called reverse quality
attributesPresence causes dissatisfaction,
absence causes satisfactionNow, we have a new graph
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Refining the Model Continued
Satisfaction
Dissatisfaction
Indifference
Dissatisfy
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Refining the Model Cont.
We can introduce sub-categories to further quantify
We can prioritize by targeting the steeper attribute curves
Useful when financial and technical constraints raise the need for trade-offs
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Revising the model
Critical
Highly Attractive
High Value Added
Dissatisfaction
Satisfaction
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How Kano Analysis works?
Develop a questionnaireTest the questionnaireAdminister the questionnaire to
customersProcess the resultsAnalyze the results
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Evaluating the Model
BenefitsGuides decisions in quality
strategies by prioritizing customer needs
Is a useful tool for analyzing demand
Is customer focusedQuantifies satisfaction, making
effective trade-offs easier
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Evaluating the Model
DrawbacksGuides strategy but has no
forced complianceIs based on more effective
competition over qualityIs too often applied after the
fact
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Thank You
