7/28/2019 Kano Model (1)

1/15

Kano Model

Academic Group #1

Aunkur De (PGP-12-017)

Avinash Chaudary (PGP-12-018)

Dattu Saripalli (PGP-12-207)Niranjan Sane (PGP-12-200)

Rohith T V (PGP-12-063)

Shri Harsh (PGP-12-221)

7/28/2019 Kano Model (1)

2/15

Structure

Why Kano Model

Impact of Kano Model

History of Kano Model How is it implemented with caselet

Further steps of Kano model

Redefined Kano Model Kano and I-S Model

7/28/2019 Kano Model (1)

3/15

Many experts insist that customers

dont really know what they want; they

have to be told.

WRONGThe pursuit of customer satisfaction is more urgent when competitors catch up and

are poised to surpass your company.

The Kano model is useful in gaining a thorough understanding of a customers

needs.

Translate and transform the resulting verbatims using the voice of the

customer table that, subsequently, becomes an excellent input as

thewhats

in a QFD house of quality.

7/28/2019 Kano Model (1)

4/15

Voice of the Customer Table (VOCT)

Use the Kano model and the voice of thecustomer table (VOCT) at the front end

of quality function deployment (QFD).

7/28/2019 Kano Model (1)

5/15

Which products features or servicescan bring value to customers?

How to prioritize customer needs?

7/28/2019 Kano Model (1)

6/15

Kano Model could resolve the problem

It Invented by Dr. Noriaki Kano

Quality management tool used to

prioritize customer need basedon how they impact customersatisfaction

Quality is not linear relation tocustomer satisfaction

7/28/2019 Kano Model (1)

7/15

Kano GraphMust HavesRepresent basic musts or functions expected

of a product/service

SatisfiersMore is better

Linear relation to customer satisfaction

DelightersAttractive attributesTheir presence increases satisfaction, their

absence does not decrease it

IndifferentCustomer is indifferent whether we provide

the service or not

ReverseCustomer becomes less satisfied when we

provide the service

Lets take an example of Airline Services

Not Implemented Implemented

Dissatisfaction

Satisfaction

Satisfiers

Delighters

Must Haves

Indifferent

Reverse

7/28/2019 Kano Model (1)

8/15

First Step Break Down to Components

Airline Services

In-flight telephoneservice

Baggage Service

Drink/Food Service

Shopping Service

Safety

Fast Delivery

7/28/2019 Kano Model (1)

9/15

Second Step Use Kano Questionnaire

Functional Question

Q1. IfIn-flight telephone service provided to you, work well, how do you feel?

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

Dysfunctional Question

Q2. IfIn-flight telephone service provided to you does not work well, how do you feel?

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

7/28/2019 Kano Model (1)

10/15

Third Step Use Kano Evaluation Table

A1. I like In-flight telephone service

A2. I am neutral, If In-flight telephone service does not work well

Customer needs classificationAttractive attribute

7/28/2019 Kano Model (1)

11/15

Forth Step-Interpret the result

Must HavesSafety

Baggage service

SatisfiersFast Delivery

Drink/Food service

DelightersIn-flight telephone service

Shopping Service

7/28/2019 Kano Model (1)

12/15

Refined Kano Model

Not Implemented Implemented

Dissatisfaction

Satisfaction

Highly attractive

Less attractive

Low Value-Added

High Value-Added

Critical

Necessary

Must Have category is divided

into

Critical attributes

Necessary attributes

Satisfiers category is divided

into

High Value-Added attributes

Low Value-Added attributes

Delighters category is divided

intoHighly attractive attributes

Less attractive attributes

7/28/2019 Kano Model (1)

13/15

Importance Satisfaction ModelExcellent

Retention of customers requires thatperformance in these attributes are continued

To be improvedThe company must focus on these attributes and

make improvements accordingly

SurplusIf the company needs to cut costs, these are the

attributes that can be eliminated without

significant negative impact on customer

satisfaction

Care-freeThe company does not need to worry about

these attributes because these have less impact

on quality-evaluation process

7/28/2019 Kano Model (1)

14/15

Kano and I-S Models

High Value

Added

Critical

Care-free

Low

Attractive

High

Attractive

Necessary

Low-ValueAdded

7/28/2019 Kano Model (1)

15/15

THANK YOU