KANO MODELA WAY TOWARDS BETTER CUSTOMER

SATISFACTION

BY:-

Hemant kumar suman108243,IEM-1

INTRODUCTION “Market: battle of products battle of

perceptions.”Better Understanding of Customer Satisfaction

MARKET SHARE

CUSTOMER SATISFACTION

Strategic point Offense Defense

Focal point Competitors Customers

Measure of success Share of market relative to competition

Customer retention rate

Behavioral objective Buyer switching Buyer loyalty

Nature of market share Quantitative Qualitative

HISTORY

Noriaki Kano Professor & International consultant . Recipient of Deming prize in 1997.

Introduced in 1984.

Challenged traditional customer satisfaction models.

KANO MODEL OF CUSTOMER

SATISFACTIONBased on three core principles :-

Value attract customers.

Quality loyalty.

Innovation is necessary to differentiate and compete in the market.

KANO MODEL OF CUSTOMER SATISFACTION

(continued….)Managing innovation through classification of needs in to five major categories.

Attractive (delighters/exciters)

One-Dimensional(satisfiers)Must-Be (basic)IndifferentReverse(dissatisfiers)

BASIC NEEDSIts absence will cause dissatisfaction.But, it doesn’t help in increasing

satisfaction.Taken for granted.

EXAMPLES :-1.A package of milk that leaks. When the package leaks = unhappy customer When the package doesn’t leaks= not unhappy

customer but not happy customer. 2.Toilet rolls in a hotel room. Zero toilet rolls = unhappy customer Extra toilet rolls = not unhappy customer but not

happy customer.

ONE DIMENSIONAL NEEDS

Yields proportional satisfaction.

On the top of customer minds.

Easily come up in the surveys.

EXAMPLES :-Increase in mileage = greater satisfaction.Waiting time at the airport: less time = greater

satisfaction

ATTRACTIVE REQUIREMENTSDelighters .Attribute that deliver “buzz”-The unique

feature.Requires greater understanding of ‘latent

needs’.Presence = enhanced customer

satisfaction Absence = no effect on satisfaction.

EXAMPLES:-1. Internet access on a plane.2. Automatic interior light color changing is

provided in cabin.

INDIFFERENT NEEDSNo impact. - Higher reserve volume of fuel tank. - Presence of GPS system in phone for people in

rural areas.

REVERSE NEEDS Increase dissatisfaction Varies from person to person -Presence of too many extra features in

mobile phone.

The innovations of tomorrow, will become the hygiene factors of yesterday.

KANO MODEL METHODOLOGY

“Walk in your customer’s shoes”.

Construction of the Kano questionnaire.

Administering customer view through survey.

Analysis of the survey.

KANO QUESTIONNAIRE

KANO EVALUATION TABLEPRODUCT REQUIREMENTS

FUNCTIONAL FORM OF QUESTION

DYSFUNCTIONAL FORM OF QUESTION

I like it that way

It must be that way

I am neutral

I can live with it that

way

I dislike it that way

I like it that way

Q A A A O

It must be that way

R I I I M

I am neutral

R I I I M

I can live with it that

way

R I I I M

I dislike it that way

R R R I Q

CUSTOMER SATISFACTION COEFFICIENT

(A+O)/ (A+O+M+I)

(A+O)/ (A+O+M+I) (-1)

 

APPLICATIONSPROJECT SELECTION

NEW PRODUCT DEVELOPMENT

NEW SERVICE DEVELOPMENTS.

DETERMINING MARKET STRATEGIES.

APPLICATIONS

CONCLUSIONSimple & strategic tool.Allocation of the optimal

budget to better serve their customers.

Limited support in engineering design.

Qualitative in nature.An effective tool to

understand VOC.

Thank you