Kano Model of Needs

ISYE650 Class PresentationSpring 2014

Akhil Yelisetti

Introduction

• Noriaka Kano, a Japanese expert in customer satisfaction and quality management.

• A tool to predict customer/user satisfaction

• How does the Problem link to customer?

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Consider a case of buying a brush

?How do you decide which brand to buy?

?Are you keen about basic needs or pleased with extra nourishments?

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Categories• Classification of customer needs:– Must Be : Need must be fulfilled to avoid dissatisfaction.• Ex: Your new car comes with air conditioning

– More the Better: Higher the level of fulfillment higher is the level of satisfaction. Also known as One Dimensional requirements.• Ex: Fuel efficiency of a car

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Categories (cont.)– Delighter (Attractive requirements): This feature is

not expected by customers, but have the greatest influence on how satisfied a customer will be with a given product. Hence, it does not result in dissatisfaction if not present.• Ex: Receiving a new car with a 10 year free warranty‐

– Indifferent: Customer does not perceive this characteristic as a necessary, nor will this cause satisfaction if present.• Ex: Having car manual printed in foreign language

which he does not speak.

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Template

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Must Be’s Template

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One-Dimensional Template

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Delighters Template

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Graphical Representation

Figure 1: Kano’s model of customer satisfaction (Sauerwein et al., 1996)

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References

• Understanding the Kano Model - A Tool for Sophisticated Designers by JARED M. SPOOL

retrieved from user interface engineering; https://www.uie.com/articles/kano_model/

• THE KANO MODEL: HOW TO DELIGHT YOUR CUSTOMERS by Elmar Sauerwein, et al., Volume I of the IX. International Working Seminar on Production Economics, Innsbruck/Igls/Austria, February 19-23 1996, pp. 313 -327

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Queries

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