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Kano Model for Customer Needs
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Kano Model for Customer Needs

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Customer needs keep changing. Kano model is an efficient tool to understand customer needs and formulating business and product strategy to meet those needs and expectations.

Customer needs keep changing. Kano model is an efficient tool to understand customer needs and formulating business and product strategy to meet those needs and expectations.

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  • Hi Nitesh,

    Can you please share with me aswell... my id is bprasad1@gmail.com

    Thanks, Shiva Prasad
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  • @ Saeed - Thanks, have sent the presentation to your email.
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  • Hi Nitesh,Excellent presentation..very informative..plz sent a copy to saeed711@gmail.com
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  • Thanks Olaitan. Sent a copy to your email.
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  • Hi Nitesh, an excellent work. i will appreciate you share a copy to olaitanakano@gmail.com
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Kano Model for Customer Needs Kano Model for Customer Needs Presentation Transcript

  • www.xserve.in contact@xserve.in The Kano Model Understanding Customer Needs
  • Evolution of the music industry Customer NEEDS keep CHANGING www.xserve.in contact@xserve.in
  • ? www.xserve.in contact@xserve.in How does a company ANALYZE customer needs??? What DELIGHTS customers? What are their BASIC needs?
  • www.xserve.in contact@xserve.in The KANO Analysis for ever changing customer needs Professor Noriaki Kano Kano Analysis is a powerful technique to analyze and address customer needs. The Kano model addresses three types of customer requirements: Satisfying basic needs Satisfying performance needs Satisfying excitement needs Allows a company to get into the market Allows a company to sustain and remain competitive Allows a company to excel and be world class
  • www.xserve.in contact@xserve.in The KANO Model One Dimensional Requirements (Desired quality)  Articulated  Specified  Measurable  technical Must-be requirements (expected quality)  Implied  Self-evident  Not expressed  obvious Attractive requirements (Delighters)  Not expressed  Customer tailored  Causes customer delight
  • www.xserve.in contact@xserve.in WHEN do we use the Kano Model? Determine Business Strategies • Sales, Marketing, Advertising, Brand Strategy Competitive Analysis • Identifying steps to stay ahead of competition Project Selection • Improving the current process (DMAIC) • Designing a new process (DFSS) New Product or Service Development • Planning to launch a new product or service
  • www.xserve.in contact@xserve.in HOW to use the Kano Model? Identify the Voice of the Customer Translate VOC into Critical to Quality (CTQ) Characteristics Evaluate current performance Rank the CTQs into three categories: I. Dis-satisfier: must be customer requirements II. Satisfier: more is better. Essential to stay competitive III. Delighter: differentiator  Surveys  Interviews  Focus Groups  Observations  Customer complaints & feedback Analyze & Strategize  Action plan  Project selection  New product or service  Marketing strategy
  • www.xserve.in contact@xserve.in Construction of the Questionnaire If you have to wait for less than 2 minutes before the customer service rep answers your call, how do you feel? 1. I like it that way 2. It must be that way 3. I am neutral 4. I can live with it that way 5. I dislike it that way If you have to wait for more than 2 minutes before the customer service rep answers your call, how do you feel? 1. I like it that way 2. It must be that way 3. I am neutral 4. I can live with it that way 5. I dislike it that way Functional form of the question Dysfunctional form of the question Customer needs can be classified for analysis by means of a questionnaire. For each product feature, a pair of questions is formulated to which the customer can answer in one of five different ways (refer to the table given below). The first question concerns the reaction of the customer if the product has the feature (functional form of the questions). The second concerns the reaction if the product does not have the feature (dysfunctional form of the question). I like it that way Itmust be that way I am neutral I can live with it thatway I dislike it that way
  • www.xserve.in contact@xserve.in Kano Evaluation Table By combining the two answers in the evaluation table given below, product features can be classified into six categories: A Attractive M Must-be R Reverse O One Dimensional Q Questionable I Indifferent Customer Requirement Dysfunctional (Negative) Question 1.Like 2. Must be 3. Neutral 4. Live with 5. Dislike Functional(Positive) Question 1.Like Q A A A O 2. Must be R I I I M 3. Neutral R I I I M 4. Live with R I I I M 5. Dislike R R R R Q Evaluation Table
  • www.xserve.in contact@xserve.in The 6 Evaluation Categories Category (Attribute Perception) When attribute is present When attribute is absent One-dimensional (O) Satisfied Dissatisfied Must be (M) No feeling Dissatisfied Attractive (A) Satisfied No feeling Indifferent (I) No feeling No feeling Reverse (R) Dissatisfied Satisfied Questionable (Q) Normally answers do not fall into this category. Q signifies that either the question was phrased incorrectly or the customer misunderstood the question. Customer may have selected a wrong answer by mistake There are 6 categories of product attributes based on the Kano Model:
  • www.xserve.in contact@xserve.in Evaluation of the Questionnaire Customer Requirement Dysfunctional(Negative) Question 1 2 3 4 5 Functional(Positive) Question 1 X 2 3 4 5 Product requirement A O M I R Q Total Category Speed of Answer 1 Resolution Rep communication If you have to wait for less than2 minutes before the customer service rep answers yourcall, how do you feel? 1. I like it that way 2. It must be that way 3. I am neutral 4. I can live with it that way 5. I dislike it that way If you have to wait for more than2 minutes before the customer service rep answers yourcall, how do you feel? 1. I like it that way 2. It must be that way 3. I am neutral 4. I can live with it that way 5. I dislike it that way X X Step 1: Questionnaire Step 2: Evaluation Table Step 3: Table of Results  Frequency of answers based on all responses is the easiest way to evaluate and identify categories for product attributes.  Category with the highest frequency is the final category for the product attribute Example: Speed of answer by customer service rep
  • www.xserve.in contact@xserve.in Call Center Example Product Attribute A O M I R Q Total Category Speed of answer (2 min) 21 9 11 1 1 0 43 A First call resolution 8 26 8 1 0 0 43 O Able to understand the service rep 6 13 19 5 0 0 43 M Table of Results
  • www.xserve.in contact@xserve.in QUESTIONS?? contact@xserve.in www.xserve.in