KANO Model

An Executive Summary by Upendra Kartik KANO Analysis

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The Agenda Who is Kano When Kano model was invented Why is Kano model important How to perform Kano analysis Where is Kano Analysis used What are the benefits Kano Model Real life example

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Who is Kano Noriaki Kano Born in 1940, Tokyo, Japan Professor at Tokyo Rika UniversityInternational ConsultantReceived individual Deming Prize in 1997

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When Kano model was invented As it was invented by Dr Noriaki Kano it was named after him.

In 1984 from Tokyo Rika University

The objective of KANO model is to delight Customers

New Customer Satisfaction model

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Why KANO Model is important Identify the Voice of the CustomerTranslate Voice of the Customer into Critical to Quality Characteristics (CTQs)Rank the CTQs into three categories:Dissatisfier - Must bes Cost of EntrySatisfier More is better Competitive Delighter Latent Need DifferentiatorEvaluate Current Performance

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How to perform KANO AnalysisProcess of Performing Kano Analysis 1. Develop the questionnaire2. Test the questionnaire and revise if required3. Administer the questionnaire to customers4. Analyze the results

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How to perform KANO AnalysisKANO evaluation Questionnaire

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How to perform KANO AnalysisThe Five Different Customer RequirementsA = AttractiveM = Must-beO = One-dimensional I = IndifferentR = ReversedQ = Questionable

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How to perform KANO AnalysisThe Simple KANO Model

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How to perform KANO AnalysisAttractive requirementsAttractive requirements are neither explicitly expressed nor expected by the customerFulfilling these requirements leads to more than proportional satisfactionIf they are not met, there is no feeling of dissatisfaction

One-dimensional requirementsThe higher the level of fulfillment, the higher the customers satisfaction and vice versaOne-dimensional requirements are usually explicitly demanded by the customer

Must-be requirementsIf not fulfilled, the customer will be extremely dissatisfiedOn the other hand, as the customer takes these requirements for granted, their fulfillment will not increase his satisfaction

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How to perform KANO AnalysisI = IndifferentThe customer is neither satisfied nor dissatisfied whether the product, service or process is dysfunctional or fully functionalR = ReversedThis product, service or process feature is not only not wanted by the customer but they even expect the reverseQ = QuestionableThere is a contradiction in the customers answers to the questionsQuestionable scores signify that the question was phased incorrectly, or that the person interviewed misunderstood the question or crossed out a wrong answer by mistake

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How to perform KANO AnalysisThe Complete KANO Model

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How to perform KANO AnalysisKANO evaluation Table

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How to perform KANO AnalysisFormulae for Extent of Satisfaction and Extent of Dissatisfaction

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Where is Kano Analysis usedProject SelectionLean Six Sigma (LSS) Design for Six Sigma (DFSS) Design for customer satisfaction and Manufacturability (DCAM)New Product DevelopmentNew Service DevelopmentDetermine Market Strategies

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What are the benefits of Kano ModelValue of Satisfaction and Dissatisfaction on specific feature helps to take a better decisionDeliver a customer desired product Identifying customer needsDetermining functional requirementsConcept developmentAnalysing competitive products

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Example Kano's QuestionnaireS.NoParametric question Standard answers Response from respondents Evaluation table1How do you feel if your smart phone can support battery backup for 2days I like it that way+++++++++ AIt must be that way+ I am neutral +I can live it that way I dislike that way How do you feel if your smart phone cannot support battery backup for 2days I like it that way It must be that way + I am neutral + + + +++I can live it that way + + + I dislike that way+

+ is response by the respondent

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Example

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Example

Table of Results Customer satisfaction coefficientS.NoProduct feature AOMIRQTotal Category Extent of satisfaction:Extent of dissatisfaction:(A+O)/(A+O+M+I) -(O+M)/(A+O+M+I)1Smart phone support 2days backup 873%19.1%00%00%218%00%11A1.00 (100%)-0.11 (11%)

As per given formula,100% of the customers are satisfied if this product feature is incorporated and only 11% of the customers are dissatisfied if not provided i.e., it is a differentiating feature and surely need to be incorporated to gain the competitive advantage

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About Author Upendra Kartik, with 14 years of rich and valuable experience was engaged Leadership roles in Business Management, Organizational Consulting and Quality Management in diversified sectors. He Successfully lead projects in improving productivity, process optimization, and Cost reduction using Six Sigma, Lean and Project Management methodologies in the fields of Education, Insurance, Manufacturing and Healthcare that helped clients to save about $50 Million USD. He created Quality, Leadership, HR and Technology frameworks that are been successfully implemented across 3 organizations around the globe. Highlights: Managed projects in Education, Healthcare, Insurance and Manufacturing using Lean, Six Sigma, BSC, ISO and EFQM methodologies. Coached more than 2000+ participants around the globe in many training events and international forums. Introduced innovative learning tools and services to healthcare and education.Lead Six Sigma Black Belt projects in Operations, Training, HR and Sales functions.Established Quality and HR functions in Insurance, Healthcare and Educational sectors.Roles held: EXL Service, Assistant Vice President Saudi Harmony Consulting: Chief Consultant

Ministry of Education, KSAAl-Obeikan, KSAAl-wafa Hospital, KSABharat Petroleum, INDWipro ePeripherals, INDMinistry of HRD, INDNational Informatics Centre, INDLarsen & Toubro, IND King Fahad Medical City, KSA

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Thank You . . .

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