Kano Model

Academic Group #1
Aunkur De (PGP-12-017) Avinash Chaudary (PGP-12-018) Dattu Saripalli (PGP-12-207) Niranjan Sane (PGP-12-200) Rohith T V (PGP-12-063) Shri Harsh (PGP-12-221)

Structure • • • • • • • Why Kano Model Impact of Kano Model History of Kano Model How is it implemented with caselet Further steps of Kano model Redefined Kano Model Kano and I-S Model .

Many “experts” insist that customers don’t really know what they want. . •Translate and transform the resulting verbatims using the voice of the customer table that. subsequently. they have to be told. The Kano model is useful in gaining a thorough understanding of a customer’s needs. WRONG The pursuit of customer satisfaction is more urgent when competitors catch up and are poised to surpass your company. becomes an excellent input as the whats in a QFD house of quality.

.Voice of the Customer Table (VOCT) • Use the Kano model and the voice of the customer table (VOCT) at the front end of quality function deployment (QFD).

Which products features or services can bring value to customers? How to prioritize customer needs? .

Kano Model could resolve the problem • It Invented by Dr. Noriaki Kano • Quality management tool used to prioritize customer need based on how they impact customer satisfaction • Quality is not linear relation to customer satisfaction .

Kano Graph Satisfaction Must Haves Satisfiers Represent basic musts or functions expected of a product/service Delighters Satisfiers •More is better •Linear relation to customer satisfaction Indifferent Not Implemented Implemented Delighters •Attractive attributes •Their presence increases satisfaction. their absence does not decrease it Must Haves Indifferent Reverse Customer is indifferent whether we provide the service or not Reverse Dissatisfaction Customer becomes less satisfied when we provide the service Let’s take an example of Airline Services .

First Step – Break Down to Components In-flight telephone service Baggage Service Drink/Food Service Airline Services Shopping Service Safety Fast Delivery .

work well. If In-flight telephone service provided to you. If In-flight telephone service provided to you does not work well.Second Step – Use Kano Questionnaire • Functional Question Q1. how do you feel?  I like it that way  It must be that way  I am neutral  I can live with it that way  I dislike it that way • Dysfunctional Question Q2. how do you feel?  I like it that way  It must be that way  I am neutral  I can live with it that way  I dislike it that way .

I like In-flight telephone service A2. If In-flight telephone service does not work well Customer needs classification  Attractive attribute . I am neutral.Third Step – Use Kano Evaluation Table A1.

Forth Step-Interpret the result Must Haves Safety Baggage service Satisfiers Fast Delivery Drink/Food service Delighters In-flight telephone service Shopping Service .

Refined Kano Model Satisfaction High Value-Added Highly attractive Less attractive Must Have category is divided into Low Value-Added •Critical attributes •Necessary attributes Satisfiers category is divided into •High Value-Added attributes •Low Value-Added attributes Delighters category is divided into •Highly attractive attributes •Less attractive attributes Not Implemented Implemented Critical Necessary Dissatisfaction .

Importance – Satisfaction Model Excellent Retention of customers requires that performance in these attributes are continued To be improved The company must focus on these attributes and make improvements accordingly Surplus If the company needs to cut costs. these are the attributes that can be eliminated without significant negative impact on customer satisfaction Care-free The company does not need to worry about these attributes because these have less impact on quality-evaluation process .

Kano and I-S Models Critical Necessary Low-Value Added High Attractive Low Attractive High – Value Added Care-free .

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