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Operation Planning and

Control-

Kano Model ofCustomer SatisfactionPresented by: Manish Pulse

MMS 3rd Sem

Roll no. 38

BESs Institute of Management Studies and Research, Byculla

Presented to: Prof. Mukundan

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Objectives

Origins Purpose

Process Model Key Elements Methodology

Application Examples

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Origins of the Kano Model

Noriaki Kano

Professor at Tokyo Rika UniversityInternational Consultant

Received individual Demming Prize in 1997

Born: 1940

(Tokyo, Japan)

http://images.google.com/imgres?imgurl=http://www.jsqc.org/en/inf/images/kano.jpg&imgrefurl=http://www.jsqc.org/en/inf/16aqs_cfp2e.html&h=129&w=140&sz=4&tbnid=GXSN4KxEt-KOMM:&tbnh=86&tbnw=93&prev=/images%3Fq%3Dnoriaki%2Bkano%26um%3D1&start=3&sa=X&oi=images&ct=image&cd=3

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Origins of the Kano Model Noriaki Kano

Developed foundation for an approach on AttractiveQuality Creation commonly referred to as the KanoModel

Challenged traditional Customer Satisfaction Modelsthat More is better, i.e. the more you perform on eachservice attribute the more satisfied the customers willbe.

Proposed new Customer Satisfaction model (KanoModel) 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.

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The Kano Model of Customer satisfactionclassifies 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 isbetter.

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When to use the Kano Model

Project SelectionLean Six Sigma

Design for Six Sigma

New Product Development

New Service Development

Determine Market Strategies

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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 CompetitiveDelighter Latent Need Differentiator

Evaluate Current Performance

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Kano Model

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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.

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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.

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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.

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Kano Model Process

Analyze &

Brainstorm

Analyze &

BrainstormResearchResearch Plot &

Diagram

Plot &

Diagram Strategize Strategize

Researchavailable datasourcesDeterminedata collection

strategyDesign datacollectioninstrumentsCollect andsummarizedata

Analyzeresults fromdatacollectionBrainstorm

list offeatures andfunctionalityDevelopFunctionalandDysfunctional

DevelopCustomerRequirementMatrixRecord

Questionnaireresults inMatrix andSummarizePlot resultson KanoModel

DetermineProjectselectionProduct

DevelopmentServiceDevelopmentIdentifyMarketingStrategy

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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

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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 hadfeature 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.

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Example: Requirements Survey

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Example: Requirements Questionnaire

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Functional vs. Dysfunctional Comparison

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Evaluation Customer Requirements

C.R. A E O R Q I Total Grade1 3 6 14 23 O

2 5 6 11 1 23 O

3 6 1 4 1 11 23 I

4 13 10 23 E

5 11 1 2 9 23 A

Customer Requirement is:

A: Attractive R: Reverse Q: Questionable Result

E: Expected O: One Dimensional I: Indifferent

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Plot & Diagram

Delighters

Attractive

Excited Quality

Dissatisfier

Must BeExpected Quality

Satisfier

One Dimensional

Desired Quality

Dissatisfaction

Satisfaction

Service

Performance

Service

Performance

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Kano Model & QFD

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Strategize

Project SelectionLean Six Sigma

Design for Six Sigma

Organizational StrategyDissatisfier Must bes Cost of Entry

Satisfier More is better Competitive

Delighter Latent Need Differentiator

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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 Hotelperformance.

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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