Kano Model of Needs

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A tool to relate customer satisfaction with organization performance

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Kano Model of Needs

  1. 1. Kano Model of Needs ISYE650 Class Presentation Spring 2014 Akhil Yelisetti
  2. 2. Introduction • Noriaka Kano, a Japanese expert in customer satisfaction and quality management. • A tool to predict customer/user satisfaction • How does the Problem link to customer? 2
  3. 3. Consider a case of buying a brush ?How do you decide which brand to buy? ?Are you keen about basic needs or pleased with extra nourishments? 3
  4. 4. Categories • Classification of customer needs: – Must Be : Need must be fulfilled to avoid dissatisfaction. • Ex: Your new car comes with air conditioning – More the Better: Higher the level of fulfillment higher is the level of satisfaction. Also known as One Dimensional requirements. • Ex: Fuel efficiency of a car 4
  5. 5. Categories (cont.) – Delighter (Attractive requirements): This feature is not expected by customers, but have the greatest influence on how satisfied a customer will be with a given product. Hence, it does not result in dissatisfaction if not present. • Ex: Receiving a new car with a 10‐year free warranty – Indifferent: Customer does not perceive this characteristic as a necessary, nor will this cause satisfaction if present. • Ex: Having car manual printed in foreign language which he does not speak. 5
  6. 6. Template 6
  7. 7. Must Be’s Template 7
  8. 8. One-Dimensional Template 8
  9. 9. Delighters Template 9
  10. 10. Graphical Representation Figure 1: Kano’s model of customer satisfaction (Sauerwein et al., 1996) 10
  11. 11. References • Understanding the Kano Model - A Tool for Sophisticated Designers by JARED M. SPOOL retrieved from user interface engineering; https://www.uie.com/articles/kano_model/ • THE KANO MODEL: HOW TO DELIGHT YOUR CUSTOMERS by Elmar Sauerwein, et al., Volume I of the IX. International Working Seminar on Production Economics, Innsbruck/Igls/Austria, February 19-23 1996, pp. 313 -327 11
  12. 12. Queries 12

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