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Kano model helps you analyze the requirements to help you maximize the customer experience and perceived quality thereby increasing customer satisfaction http://www.6sigmagroup. some that are indifferent after a point etc. Some are more important.Kano Model of customer satisfaction is a very useful tool to help you understand and classify user requirements for designing your service The basic philosophy behind the Kano model is that the perceived quality of a product or a service is made up of a lot of factors (or requirements). And not all requirements are the same.com .
Kano model helps you do that http://www. He recognized that the degree of customer satisfaction varies depending on the fulfillment or non-fulfillment of certain customer requirements.Noritaki Kano is the originator behind the Kano model concept. you should be able to assess the customer requirements and also assess the impact of the requirements on customer satisfaction.6sigmagroup.com . To plan for maximum customer satisfaction.
com .What does all this mean? http://www.6sigmagroup.
you take the customer requirements and classify them into one of the following three categories.How does it work? To use the model. Excitement requirements http://www. Basic requirements 2. Performance requirements 3.Kano Model .com . 1.6sigmagroup.
6sigmagroup.1. you assume it meets all safety requirements necessary to operate the car safely. Customers expect these basic requirements to be definitely met. Basic requirements These are basic service requirements that the company must offer to be competitive. You expect also that the engine will always start without a problem. Though the fulfillment of basic requirements alone can’t lead to a high degree of customer satisfaction.com . Customers rarely ask about them as they are standard features. http://www. For example. when you buy a car. These are characteristics customers assume as part of the product of service.
Performance requirements Specific features customers desire in a product or service are called performance requirements. They are items a company is willing to provide to satisfy a customer. And customers will be willing to pay more for higher fuel economy or higher engine power http://www.6sigmagroup. when someone looks for a new car. he may specify the power of the engine. Generally speaking. the maximum fuel consumption etc. For instance.com .2. customers are willing to pay more for more of the performance requirements.
6sigmagroup. Excitement requirements Unexpected and delighting features of a product or service are called excitement requirements. Fulfilling some excitement requirements give customers delight. An example of this is a beeper in the car that warns the diver if the ignition keys are still in when he/ she opens the driver side door. These features make the product unique and distinguish it from the competition. Or rear view mirrors that can be controlled without opening the windows. These features may or may not be expensive.3.com . Though not giving them is not really a dissatisfier. but are really insightful and creative. http://www.
but • Is affected by cost model Degree of Fulfillment of Requirement Basic Requirements • Must be satisfied • Assumed as obvious • Not meeting is dissatisfaction • Meeting it more does not result in extra satisfaction Customer Dissatisfaction http://www.6sigmagroup.Graphical Representation of Kano Model Customer Satisfaction Excitement Requirements • Not Expressed • Give delight • Not being there is not dissatisfaction • Slight presence is also huge satisfaction Degree of Un-Fulfillment of Requirement Performance Requirements • Specified • Measurable • Generally more is better.com .
Summary Table Requirement Type Is it expected Is it communicated by Customer Customer Effect if fulfilled Customer Effect if unfulfilled Basic Yes No None Very Negative Performance Yes Yes Satisfied Dissatisfied Excitement No No Delighted None http://www.com .6sigmagroup.
Important Trend One very important thing to remember is the evolution in customer requirements. slowly becomes an important part of service and later becomes a necessity. What is a delighter now. As such.6sigmagroup.com . the service provider has to continually evolve the study and analysis of customer requirements and plot on the Kano model to see how new and better ways to satisfy customers can be created http://www.
the customer satisfaction is derived from the experience of dealing with the service provider.What are the applications in Service Industry? Unlike a product where the customer satisfaction comes from usage.g. unlike buying a car. so achieving high customer satisfaction is very critical (e. Also service experiences are much more repeat and the cost of switching is low.com .6sigmagroup. in services. eating in a restaurant should each time be a good experience otherwise the customer will just go to another one next weekend http://www.
it is imperative that from the customers’ perspective. This is where you really differentiate. Sure some features like internet banking and ATM (when they were launched) are expensive. as much of the performance requirements are given as allowed by the cost model (and strategy) and most importantly.com . One more important point is that putting the excitement features is generally not expensive in services. as many of the excitement requirements should be given as possible.What are the applications in Service Industry? As such. but a feature like check books with your name typed are not http://www. none of the basic requirements are missed.6sigmagroup.
A lot of times we would have put in services and features thinking they are very important to the customer.6sigmagroup. When in reality. meaning doing more of that does not help http://www. And we keep doing more of that. So you have to do this on an ongoing basis Another application of Kano model in services is overdoing. While in services. it is possible to continuously design and modify your service. features once put in place are not easy to pull back or change.com . it is a basic requirement.What are the applications in Service Industry? One more consideration is that in products.
Initially operating system had to be purchased separately and to improve service.6sigmagroup. http://www. Slowly color monitors at higher cost came in (performance) but now that has also become standard.Some Examples Computers: Initially when personal computers were launched.com . Now it is an expected part of the PC. vendors started pre installing it (delighter). basic functionality was all that was offered.
less bother of in boarding etc. And they removed some conventional services like in flight food that was not that important.6sigmagroup. which people appreciated.com . And there were airlines that were improving the quality and variety of food served!! http://www. These airlines continuously scanned the customer environment and found delighters like fun in air.Some Examples Airlines: A lot of new low cost airlines have come up in last few years that are very profitable.
com . When some of the basic requirements are not fulfilled. • To be able to identify and find out basic and performance requirements. the customer will not be satisfied.6sigmagroup. you have to continuously talk to customers and observe competition and changes in consumer behavior http://www. the fulfillment of all the basic requirements and some of the performance requirements is required to gain customer satisfaction. whether performance and excitement requirements are met or not.Important Points: • In the design and execution of any service.
They can be frank and their criticism will be well taken. the best way is to have senior employees of your organization behave as customers and buy your service/ product and ask them to give their feedback on improvement.com .6sigmagroup. http://www.Important Points: • To identify delighters.
Compare with a competitors offering and see how you really are. He never realized it earlier because his secretary used to always call up and do his tasks for him Walk in your customers shows to know how it really feels. When the VP for customer care once called in on the customer care number himself. http://www. the interactive voice response (IVR) when you called for credit card was really bad (inefficient and not user friendly at all).6sigmagroup.com . he realized how screwed up it was.In one bank we worked with.
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