DE LA SALLE – COLLEGE OF SAINT BENILDE

SCHOOL OF MANAGEMENT AND INFORMATION TECHNOLOGY

School of Management and Information Technology
Bachelor of Science in Business Administration,
Major in Computer Applications

Exercise #3: Kano Analysis

Product/ MUST BE MORE IS BETTER DELIGHTERS

Service

Delivery of • The courier • The sender has an • Free delivery

items from should be able option to pick if the vouchers/Disco
sender to the to pick up the parcel will be picked unts/Promos
receiver parcel from the up instantly (within
• Raffle
sender on the the hour that was
scheduled date booked) or it can be • Subscriptions
and time within the day
• The customer is able
• Is able to
to receive their
deliver the item
parcel 2-3 days
on time of the
earlier than the
scheduled date
expected date
• The parcel
• Accommodate more
should have the
varieties of weight to
right sender
be
name, sender’s
moved/transported
address and
contact details, • To accommodate
receiver name, more modes of
and receiver’s payment in the
address and future for the
contact details sender/receiver
• The item should
be handled with
extra care
• Has a variety of
payment for the
sender/receiver
• Has a set of
prices for the
weight of the
parcel.
 DE LA SALLE – COLLEGE OF SAINT BENILDE
SCHOOL OF MANAGEMENT AND INFORMATION TECHNOLOGY
School of Management and Information Technology
Bachelor of Science in Business Administration,
Major in Computer Applications

1. Explain the purpose of the Kano Analysis.

According to the website called MindTools (Mind Tools, 2005), the Kano
Analysis is made by a Japanese Professor in Quality Management and made this
analysis because the people in the quality management department should not
only realize that improving the product or service isn’t just by identifying what
lacks in the product/service, but they should also include what their customers
would want from the products/services that they keep going back. The purpose of
this tool is for us to measure the customer's needs. This analysis tool is used in
identifying what the customer wants and what would be the gauge to satisfy
them. This is mostly used by a Product manager because this kind of analysis
helps us categorize easily and more accurately.

The main objective of this team is to understand, classify and integrate the
3 categories of developing products and services. These categories have
different names from different sites but in the website that we got, they are called
Threshold Attributes (Must be), Performance Attributes (More is Better), and
Excitement Attributes (Delighters). Threshold Attributes are the ones that the
customers are expecting from the product/service because it is it’s main function.
So in the table above, one of the main functions that a courier service is to have
is to let the courier pick up the parcel from the sender on the scheduled date and
time.

For Performance Attributes, these are additions that would increase the
customer satisfaction through the product but they’re not necessarily needed.
Since in this category, this is where companies in an industry compete with one
another. So an example of this from above is to have an option if the parcel will
be picked up instantly (within the hour that was booked) or it can be within the
day. This is included in the Performance Attribute because this is a feature that
has a competitive advantage among the companies in the courier industry.

Finally we have the Excitement Attributes and these are mostly rewards
and surprises that the company gives to their customers to make them feel
appreciated, to celebrate their loyalty to them, and this can also be a way to let
the customer give a good feedback from customer service. In the Kano Analysis
we did above, we’ve put free delivery vouchers, discounts, promos, and alike.
 DE LA SALLE – COLLEGE OF SAINT BENILDE
SCHOOL OF MANAGEMENT AND INFORMATION TECHNOLOGY
School of Management and Information Technology
Bachelor of Science in Business Administration,
Major in Computer Applications

Reflection

Carpio, Sophia Isabel

● In the topic of the SIPOC Diagram, I’ve learned that this would give a good
summarized version from a linear process map. Since this covers the process
map, the people involved, and it explicitly states the input and output of the
processes. The challenges that I have encountered in this diagram was that it
may look simple at the surface but it’s really hard to pinpoint what you should
really put in the columns to complement the process that was done while looking
at it in the general perspective. Which was where the group made a mistake.
Then for the Kano analysis I’ve learned that even if the company has a different
strategy on their quality management of their products/services, I think that to an
extent they should still listen to their customers because without them, their
business wouldn’t thrive in a competitive environment. That is why I would
recommend companies to use this analysis to further study their audience to be
successful in the long run because probably their target audience might have
shifted a bit or the trend of their industry is slowly changing, so they have to
adapt to them to gain the upper hand. With this in mind, I think I realized that the
SIPOC Diagram and the Kano analysis somehow can work together because
being able to know your approach to your customers and what you need to
satisfy them, there might be some things that may be modified when you are
going through the process. This can be how a process is done and a different
output might come out of it.

Mateo, Johann Marius

● For the Kano Analysis, I have already encountered this topic last term when I
took Quality. What I learned from this activity is that in all businesses customers
are very important in a business because without them a company could not
function and operate. It is important to keep customers satisfied to be able to
achieve success. Meanwhile, for the SIPOC diagram, I learned how it differs from
a straightforward linear process map. I learned how each aspect in the SIPOC
Diagram interacts with one another to make the process smooth and easy.
Overall, I realize how both the SIPOC Diagram and Kano Analysis are important
tools for every enterprise because each of them contributes a certain factor that
makes the company run more smoothly and what direction it’s heading in terms
of how they will improve their customer relationship. Personally, I think the only
challenge that I face is when doing the activity I have to do it from the point of
view of the business we are doing that activity both in the SIPOC Diagram and
 DE LA SALLE – COLLEGE OF SAINT BENILDE
SCHOOL OF MANAGEMENT AND INFORMATION TECHNOLOGY
School of Management and Information Technology
Bachelor of Science in Business Administration,
Major in Computer Applications

Kano Analysis. As someone who rarely used the services of the businesses in
the activities, it is hard for me to clearly see the processes or the general
overview of the service of that company.

Mendoza, Lance Jimwell

● Kano Analysis is like a bridge for the SIPOC diagram because Kano is the one
thing that makes the SIPOC be more detailed and concise. In Kano Analysis we
indicate the perfect form of processes from Product services up to Delighters
which is we indicate every steps and improvement that can make their service
satisfaction towards for the customers because this is also one of the great
examples of the Lean that also helps to save time and makes the process faster
with no hassle at all. Kano Analysis guides me to a proper process of every move
of the person which is also important to do whenever I have a job in the future.
Also, SIPOC can make me realize that every indication on our diagram makes
my every move detailed and SIPOC can avoid any technical problems that can
cause a malfunction for me. This is also important when I am in a company that
is also strict. These are the kinds of moves that can locate me for my greater
satisfaction.

Vanguardia, Cedrhic Julius

● This Kano analysis is really good because it's just like a summary on what is in
the sipoc diagram. This is an explanation of what is needed and its objectives. I
also learned that I can use KANO analysis in my business so it will be well
organized. So that I will make sure that every error that I'll make will simply be
corrected fast because in KANO analysis it is written there on what kind of
business that you have and what tools that you have there. It's pretty easy to
allocate the needs that you want in certain things.

References:
Mind Tools. (2005, November 17). Kano Model Analysis - Creativity Tools From
MindTools.com. Mindtools.com; Mind Tools.
https://www.mindtools.com/pages/article/newCT_97.htm