1.
PREMIUM POWERPOINT SLIDES
KANO Model

2.
KANO MODEL
POWERPOINT TEMPLATE

3.
1. Quote
2. Definition
3. PRINCIPLES
4. Different
Representations
5. Implementation
AGENDA
KANO MODEL

4.
DEFINITION
KANO MODEL

5.
DEFINITION
The Kano Method helps to structure
customer needs and determine its
impact on satisfaction a factor to
success.
Dominic Marx,
The Kano Model of Customer Satisfaction:
A model of customer requirements in practice, 2014

6.
DEFINITION
Introduction
The Kano Model is based on an analysis of customer demands by
Noriaki Kano (1940), a professor at Tokyo University.
He presented the following theory:
In order to assess customer satisfaction, the customer’s needs of a
product
or service should be divided into the following groups:
 Dissatisfies
 Satisfiers
 Exciters
THE FULFILLMENT, OR FAILURE TO FULFILL THESE QUALITY
CONTROLS HAS A DIRECT EFFECT ON CUSTOMER SATISFACTION.
狩野紀昭

7.
E. G. Screen Resolution Of A Television
PRINCIPLES
Customer Requirement Features
E.G. Interior Lighting In A Refrigerator E. G. Additional Services, Exceptional Design, Gifts
Excitement
 Are Expected By The
Customer
 Unsatisfactory Performance
Causes Dissatisfaction
 Implementation Creates
Satisfaction
 "The More, The Better"
 Are Presumed By The
Customer And Considered
Self-evident
 Are Implicit Expectations
And Therefore Not
Explicitly Requested
 Are Only Apparent When
They Are Not Met
 Are Capable Of Creating
Customer Enthusiasm
 Features That The Customer
Does Not Expect
 Distinguishing Features That
Set Them Apart From
Competitors
PerformanceBasic

8.
PRINCIPLES
Customer Requirement Features– The Kano Matrix
CAN THE INDIFFERENT CRITERIA BE IGNORED? OR CAN
THEY BE MORE INTENSIFIED IN THE DIRECTION OF
EXCITEMENT?
HOW DO EXCITEMENT FEATURES STRENGTHEN
CUSTOMER LOYALTY?
TO WHAT EXTENT CAN WE STAND OUT FROM
COMPETITORS IN BASIC FEATURES? BY COMBINING THESE
WITH EXCITEMENT FEATURES?
TO WHAT EXTENT CAN WE STAND OUT FROM
COMPETITORS IN MASTERING OR EVEN INCREASING
PERFORMANCE FEATURES?
Increasing Satisfaction
INCREASING DISSATISFACTION

9.
PRINCIPLES
How These Features Effect Customer Satisfaction
The lack of basic features
often leads to
dissatisfaction.
To greatly increase
customer satisfaction,
excitement features must
be present.
Performance features are
extremely important to
customer satisfaction.

10.
PRINCIPLES
10 Reasons for Conducting a Customer Satisfaction Survey
Increasing customer satisfaction Reviewing implementation procedures
Lowering turnover rate Calculating metrics, e.g. benchmarking
Receiving referrals Reducing volume of complaints
Standing out from competitors Action planning, e.g. customer loyalty
Identifying process errors in order to
assure quality
Avoiding incorrect expenditure on
investments

11.
DIFFERENT REPRESENTATIONS
Kano Model - Factors
DIDN’T
DOIT WELL
DIDIT
VERYWELL
Satisfaction
DISSATISFIED
BASIC
FACTORS
Low
High
Low
High
Specific, pronounced, aware
Self-evident, not pronounced,
almost unaware
Not expected, not
pronounced, not yet aware

12.
IMPLEMENTATION
Expiration Process of a Customer Satisfaction Survey
All major product
demands are
defined.
A questionnaire of
the Kano Model is
constructed.
Customer surveys
are conducted.
Obtained data is
analyzed and
interpreted.

13.
IMPLEMENTATION
How to Classify Customer Requests
FUNCTIONAL DYSFUNCTIONAL
QUALITYLEVEL
Basic
Excitement
One Dimensional
Indifferent
Request 1
Request 2
Request 3
Request 4
Request 5 Reverse

14.
IMPLEMENTATION
How to Classify Customer Requests
= Indifferent = if present, satisfaction doesn’t
increase/ if not available, dissatisfaction
doesn’t increase
I
= Must be = if not present, dissatisfaction is
high/ presence is mandatoryM
= Excitement = if present, satisfaction
increases / if not present, dissatisfaction may
increase
E
= Performance = there is a direct correlation
between satisfaction and dissatisfaction as well
as severe criterion
P
DYSFUNCTIONAL
FUNCTIONAL
I E
M P
Criterion 3
Criterion 2
Criterion 4
Criterion 14
Criterion 1
Criterion 13
Criterion 6
Criterion 10
Criterion 7
Criterion 11
Criterion 8
Criterion 12
Criterion 9
0 100
-100
0

15.
IMPLEMENTATION
Category Matrix of Kano Model
FunctionalQuestion
"Whatiftheproducthadthefeature?"
Like
Expect
Neutral
Live With
Dislike
X B B B L
R U U U M
R U U U M
R U U U M
R R R R X
Dysfunctional Question
"What if the product didn’t have the feature?"
M Must Be/ Basic
L One Dimensional/ Performance
B Attractive/ Excitement
U Indifferent
R Reverse
X Indeterminate

16.
IMPLEMENTATION
Sample Evaluation Table
Like It
Expect It
Don‘t Care
Live With
Dislike
Like It Expect It Don‘t Care DislikeLive With
FUNCTIONAL(POSITIVE)QUESTION
DISFUNCTIONAL (NEGATIVE) QUESTION
?
?
Basic Performance Excitement ? QuestionableReverseIndifferent

17.
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