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    The Kano Model

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    m sa
    The Kano Model is an analysis tool that helps predict customer satisfaction with product features. It categorizes features into five types: must-be, performance, indifferent, attractive, and one-dimensional. Must-be features are expected and their absence causes dissatisfaction. Performance features increase satisfaction as functionality increases. Indifferent features neither satisfy nor dissatisfy. Attractive features delight customers. The Kano Model involves surveying customers to determine which features fall into each category and prioritizing development accordingly. It provides a structured way to identify and select the right features to satisfy customers.

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    The Kano Model

    Uploaded by

    m sa
    30 views1 page
    The Kano Model is an analysis tool that helps predict customer satisfaction with product features. It categorizes features into five types: must-be, performance, indifferent, attractive, and one-dimensional. Must-be features are expected and their absence causes dissatisfaction. Performance features increase satisfaction as functionality increases. Indifferent features neither satisfy nor dissatisfy. Attractive features delight customers. The Kano Model involves surveying customers to determine which features fall into each category and prioritizing development accordingly. It provides a structured way to identify and select the right features to satisfy customers.

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    The Kano Model

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    The Kano Model is an analysis tool that helps predict customer satisfaction with product features. It categorizes features into five types: must-be, performance, indifferent, attractive, and one-dimensional. Must-be features are expected and their absence causes dissatisfaction. Performance features increase satisfaction as functionality increases. Indifferent features neither satisfy nor dissatisfy. Attractive features delight customers. The Kano Model involves surveying customers to determine which features fall into each category and prioritizing development accordingly. It provides a structured way to identify and select the right features to satisfy customers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    30 views1 page

    The Kano Model

    Uploaded by

    m sa
    The Kano Model is an analysis tool that helps predict customer satisfaction with product features. It categorizes features into five types: must-be, performance, indifferent, attractive, and one-dimensional. Must-be features are expected and their absence causes dissatisfaction. Performance features increase satisfaction as functionality increases. Indifferent features neither satisfy nor dissatisfy. Attractive features delight customers. The Kano Model involves surveying customers to determine which features fall into each category and prioritizing development accordingly. It provides a structured way to identify and select the right features to satisfy customers.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 1

    Key:

    KANO
    QUALITY TOOL OF THE MONTH 1 MUST BE: These are the basic features
    the customer expects. For example, brakes
    that work on a new car. The presence of this
    feature does not add to the satisfaction level,
    because it is expected. However, the absence
    of it would cause dissatisfaction.
    WHAT IS IT?
    The Kano Model is an analysis tool

    MODEL
    2 PERFORMANCE: These features are likely which helps predict customers’
    to increase a customer’s experience. For
    example, the more miles per gallon a driver
    satisfaction with product and
    gets, the more satisfied that driver will be. service features. The basic
    premise is that customers’
    3 INDIFFERENT: These are the features
    whose presence (or absence) does not make
    satisfaction with a product’s
    a real difference in a customer’s reaction to features depends on the level
    the product. For example, which type of of functionality that is provided.
    transmission fluid a car uses.
    The original model (see left)
    4 ATTRACTIVE: These are the unexpected mapped these features across
    features that are likely to cause a positive four categories, which indicate
    VERY SATISFIED reaction. For example, some new cars have
    increased connectivity allowing them to be
    how customers perceive a specific
    ««««« remotely started with a specified interior feature and how it relates to
    temperature. The absence of such a feature customer satisfaction.
    does not create dissatisfaction, because the

    WHEN AND HOW


    customer did not expect it as standard.
    SATISFACTION

    CAN I USE IT?


    Understanding the impact that
    different features will have on
    customer satisfaction is very
    important when managing the
    4 development of a product and
    service. The Kano Model aides this
    FUNCTIONALITY process as it provides a structured

    ✗ 3 ✓ approach for identifying, selecting


    and prioritising the right features.

    1
    DISSATISFIED
    STEPS
    «

    The development and analysis of a Kano Model is a three-step process:


    CASE STUDY
    1 DETERMINE
    SCOPE
    Study only those features
    2 SURVEY
    CUSTOMERS
    This is the primary input
    3 ANALYSE
    FEEDBACK
    Tabulate and process The iPhone has had its
    which will result in to the Kano Model. Survey results to categorise problems. In 2007, Apple chose
    meaningful benefit to questions should be concise features and assess how AT&T as its sole service
    the customer. Consider and demonstrate features, important they are to provider. Their service
    the number and type of where possible. each customer group.
    experienced a period of dropped
    customer (user) groups who
    calls and poor reception and,
    will participate in the study.
    at that time, it was unable to
    deliver a basic Kano ‘must be’
    feature that customers expected

    DID YOU KNOW? from a phone to complete their


    calls. However, not only did
    customers put up with this flaw,
    Originally published in 1984 by Japanese researcher Noriaki
    they often praised the iPhone
    Kano the model has continued to evolve. Some versions map the because the delight factor
    features across just two categories; others map them across five. made up for this.
    DESIGN: JO DOVEY. WORDS: IAN MCCABE

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