Kano Analysis

The Kano Analysis is useful in:

Identifying customer needs Determining functional requirements Concept development Analysing competitive products

Goal:

Prioritize customer requirements Optimize competitiveness Enhancement of customer satisfaction

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The Kano Model

Delighters or Latent Requirements
High Customer Satisfaction

Not expected Unspoken Often satisfy latent needs real needs of which customers are currently unaware Can result in high levels of customer satisfaction Their absence does not lead to dissatisfaction

Satisfiers or Variable Requirements

Specified Customers verbalise these needs These requirements are the more is better category Improve customer satisfaction

Not Done or Done Poorly

Done Very Well

Must Bes or Basic Requirements

Are the expected attributes or musts of a product Unspoken Nearly unconscious Absence or poor performance of these attributes result in extreme customer dissatisfaction No opportunity for product differentiation
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Low Customer Satisfaction

The Various Requirements

Must Bes or Basic Requirements: These features or performance requirements must be present to meet the minimal expectations of customers. The customer probably wont notice if these features are met, but they will notice and be extremely unhappy if they are missing. Satisfiers or Variable Requirements: The better or worse you perform on these requirements, the higher of lower will be your rating from a customer. Price certainly is the most prevalent of the Satisfiers: the less a customer has to pay for a given set of features or capabilities, the happier the customer. Assuming that you are meeting the customers Basic requirements, many of your process improvement priorities will likely fall within the Satisfier category. Delighters or Latent Requirements: These are features, factors or capabilities that go beyond what customers expect or that target needs the customers cant express for themselves. Providing these excitement attributes can provide a competitive advantage. Examples for delighters: Approaches for cost reduced production, economic materials Take over of parts of logistics Integration in development processes Less service demand Integration of features required in the future
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Examples: The results of a Kano Analysis show prioritization

High Customer Satisfaction Integration in product development

Proactively offer alternatives

Suggestions for savings

Influence the decision to buy

Price-performance ratio Concept

Additional consultation for free Not Done or Done Poorly Project Management Acceptance of order conditions

Done Very Well

Completeness Understandability of proposal

Launch performance

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Low Customer Satisfaction