Kano Model

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Transcript of Kano Model

A WAY TOWARDS

BETTER CUSTOMER SATISFACTION

BY:-

Hemant kumar suman 108243,IEM-1

INTRODUCTION Market: battle of products battle of perceptions. Better Understanding of Customer SatisfactionMARKET SHARE CUSTOMER SATISFACTION

Strategic pointFocal point Measure of success

OffenseCompetitors

DefenseCustomers

Behavioral objective

Share of market Customer retention rate relative to competition Buyer switching Buyer loyalty Qualitative

Nature of market share Quantitative

HISTORYNoriaki Kano

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

Introduced in 1984.Challenged traditional satisfaction models. customer

KANO MODEL OF CUSTOMER SATISFACTION Based on three core principles :-

Value attract customers. QualityInnovation

loyalty.

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 NEEDS Its absence will cause dissatisfaction. But, it doesnt help in increasing satisfaction.

Taken for granted.

EXAMPLES :1.A package of milk that leaks. When the package leaks = unhappy customer When the package doesnt 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 NEEDSYields 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 REQUIREMENTS Delighters . Attribute that deliver buzz-The unique feature. Requires greater understanding of latent needs. Presence = enhanced customer satisfaction

Absence = no effect on satisfaction.EXAMPLES:-

Internet access on a plane. 2. Automatic interior light color changing is provided in cabin.1.

INDIFFERENT NEEDS No 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 METHODOLOGYWalk in your customers 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 QUESTIONI like it that way It must be that way

I like it that way Q

It must be that way A

I am neutral A

I can live with it that way A

I dislike it that way O

R

I

I

I

M

I am neutralI can live with it that way I dislike it

R

I

I

I

M

R

I

I

I

M

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

CONCLUSION Simple & 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.