Unveil The Kano Model-A3 The nontechnical audience             Sunrise TMC          Vincent Liu, CC/CL             2010/12...
Source:1.http://pic.carnoc.com/news/080909/08090901542424.jpg2.http://www.mrgadget.com.au/wp-content/uploads/2010/05/Logit...
Which product features/services can   bring values for customers? How to prioritize customer needs?                       ...
Kano Model could help to resolve problem• It Invented by Dr. Noriaki Kano• Quality management tool used to prioritize  cus...
Kano Graph               1.Must Haves                            •Represent basic musts or                            func...
First Step-Breaks Down ComponentsSource:http://static.howstuffworks.com/gif/in-flight-mobile-phone-services-1.jpg   6
Second Step- Use Kano QuestionnaireQ1.If In-flight telephone service provided to you, work well,how do you feel?Q2.If In-f...
Third Step-Use Kano Evaluation TableA1. I like In-flight telephone serviceA2.I am neutral, If In-flight telephone service ...
Forth Step-Interpret the result • Must Haves    – Safety    – Baggage service • Satisfiers    – Fast Delivery    – Drink/F...
Key Take Away• Quality is not linear relation to customer  satisfaction• Quality attritube could be roughly divided into  ...
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Unveil The Kano Model

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Unveil The Kano Model

  1. 1. Unveil The Kano Model-A3 The nontechnical audience Sunrise TMC Vincent Liu, CC/CL 2010/12/13 chichinliu@gmail.com
  2. 2. Source:1.http://pic.carnoc.com/news/080909/08090901542424.jpg2.http://www.mrgadget.com.au/wp-content/uploads/2010/05/Logitech-Harmony-300- 2Universal-Remote.jpg
  3. 3. Which product features/services can bring values for customers? How to prioritize customer needs? 3
  4. 4. Kano Model could help to resolve 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 4
  5. 5. Kano Graph 1.Must Haves •Represent basic musts or functions expected of a product/service 2.Satisfiers Fully •More is better Implemented •Linear relation to customerAbsent satisfaction 3.Delighters •Attractive attributes •Their presence increases satisfaction, their absence does not decrease it 5
  6. 6. First Step-Breaks Down ComponentsSource:http://static.howstuffworks.com/gif/in-flight-mobile-phone-services-1.jpg 6
  7. 7. Second Step- Use Kano QuestionnaireQ1.If In-flight telephone service provided to you, work well,how do you feel?Q2.If In-flight telephone service provided to you, does notwork well, how do you feel? 7
  8. 8. Third Step-Use Kano Evaluation TableA1. I like In-flight telephone serviceA2.I am neutral, If In-flight telephone service does not work wellCustomer needs classification Attractive attribute 8
  9. 9. Forth Step-Interpret the result • Must Haves – Safety – Baggage service • Satisfiers – Fast Delivery – Drink/Food service • Delighters – In-flight telephone service – Shopping ServiceSource:http://t2.gstatic.com/images?q=tbn:ANd9GcQ4QD4Cf84Zzxew2n4tIxE7WFf2ghMQ 9LTdq4EDcSBfpca8gUck4oA
  10. 10. Key Take Away• Quality is not linear relation to customer satisfaction• Quality attritube could be roughly divided into “Must have”, “Satisfiers” , “Delighters”• Kano model can prioritize customer need based on how they impact customer satisfaction• Kano model can be used in judging products and services. 10

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