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Kano Model

Quality element classification

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Objectives

Origins

Purpose

Process Model Key Elements

Methodology

Application Examples

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Origins of the Kano Model

Noriaki Kano

Professor at Tokyo Rika University

International Consultant

Received individual Deming Prize in 1997

http://images.google.com/imgres?imgurl=http://www.jsqc.org/en/inf/images/kano.jpg&imgrefurl=http://www.jsqc.org/en/inf/16aqs_cfp2e.html&h=129&w=140&sz=4&tbnid=GXSN4KxEt-KOMM:&tbnh=86&tbnw=93&prev=/images%3Fq%3Dnoriaki%2Bkano%26um%3D1&start=3&sa=X&oi=images&ct=image&cd=3

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Origins of the Kano Model

Noriaki Kano Developed foundation for an approach on Attractive

Quality Creation commonly referred to as the KanoModel

Challenged traditional Customer Satisfaction Models thatMore is better, i.e. the more you perform on each serviceattribute the more satisfied the customers will be.

Proposed new Customer Satisfaction model (KanoModel) Performance on product and service attributes is not equal in the

eyes of the customers

Performance on certain categories attributes produces higherlevels of satisfaction than others.

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Key Elements

Identify the Voice of the Customer

Translate Voice of the Customer into Critical

to Quality Characteristics (CTQs)

Rank the CTQs into three categories:

Dissatisfier - Must bes Cost of Entry

SatisfierMore is betterCompetitive

DelighterLatent NeedDifferentiator Evaluate Current Performance

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Kano Model

DelightersExcited Quality

DissatisfierMust-be

Expected Quality

Didnt know I

wanted it but I

like it.

Cannot increase

my satisfaction, but

can decrease.

Dissatisfaction

Satisfaction

Service

Performance

Service

Performance

Satisfier

One Dimensional

Desired Quality

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Research

Must Bes - Focus Groups, Lawsuits andRegulations, Buzz on Internet

Satisfiers - Competitive Analysis, Interviews,

Surveys, Search Logs, Usablity Testing, CustomerForums

Delighters - Field Research,

Marketing/Branding Vision, Industrial Design,

Packaging, Call Center Data, Site Logs

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Analyze & Brainstorm

Analyze data from available sources Brainstorm list of features and functionality

Determine type of requirements: Output Requirements

Service Requirements

Kano Model Requirements Survey User Survey

Functional form vs. Dysfunctional Form How would you feel if the product had feature X?

How would you feel if the product didnt have feature X?

Kano Questionnaire Answers: I like it.

I expect it.

Im neutral.

I can tolerate it.

I dislike it.

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Example: Requirements Survey

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Example: Requirements Questionnaire

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Functional vs. Dysfunctional Comparison

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Evaluation Customer Requirements

C.R. A E O R Q I Total Grade

1 3 6 14 23 O

2 5 6 11 1 23 O

3 6 1 4 1 11 23 I

4 13 10 23 E

5 11 1 2 9 23 A

Customer Requirement is:

A: Attractive R: Reverse Q: Questionable Result

E: Expected O: One Dimensional I: Indifferent

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Plot & Diagram

Delighters

Attractive

Excited Quality

Dissatisfier

Must Be

Expected Quality

Satisfier

One Dimensional

Desired Quality

Dissatisfaction

Satisfaction

Service

Performance

Service

Performance

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Strategize

Project Selection

Lean Six Sigma

Design for Six Sigma

Organizational Strategy Dissatisfier Must bes Cost of Entry

SatisfierMore is betterCompetitive

DelighterLatent NeedDifferentiator

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Example Results

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Summary of Kano Model

Analyze and rank the voice of thecustomer data

Develop into Categories

Dissatisfier Must bes Cost of Entry

SatisfierMore is betterCompetitive

DelighterLatent NeedDifferentiator

Identify and implement strategy

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Questions

?

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References

Walder, D., (1993). Kanos model for understanding customer-defined quality.Center For Quality of Management Journal, 39, 6569.

Jacobs, R., (1997). Evaluating customer satisfaction with mediaproducts and services. European Media Management Journal, 32, 1118.

Ungvari, S., (1999). Adding the third dimension to auqlity. Triz Journal,

40, 3135. Sauerwein, E., Bailom, F., Matzler, K., & Hinterhuber, H. (1996). The

kano model: How to delight your customers. International WorkingSeminar on Production Economics, 19, 313 - 327

Zultner, R.E. & Mazur, G. H. ( 2006). The Kano Model: RecentDevelopments. The eighteenth symposium on Quality Function

Deployment.