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Kano Analysis

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Kano Analysis

  1. 1. Kano Model Analysis
  2. 2. Contents: <ul><li>Introduction </li></ul><ul><li>Concept </li></ul><ul><li>Kano Graph </li></ul><ul><li>Working </li></ul><ul><li>Benefits </li></ul><ul><li>Drawbacks </li></ul>
  3. 3. Introducing the Concept <ul><li>Invented by Dr. Noriaki Kano </li></ul><ul><li>Is a quality measurement tool used to prioritize customer needs based on how they impact customer satisfaction </li></ul><ul><li>Affect future purchasing decisions </li></ul><ul><li>Strategically guides design decisions </li></ul>
  4. 4. Defining the Concept <ul><li>Breaks down components of a product or service in categories based on its impact on customer satisfaction. </li></ul><ul><li>To determine consumer priorities we develop a questionnaire to gauge willingness to pay & customer satisfaction vis a vis product attributes. </li></ul>
  5. 5. Defining the Concept Cont. <ul><li>1. Surprise and delight factors </li></ul><ul><ul><ul><li>Also called excitement factors and attractive attributes </li></ul></ul></ul><ul><ul><ul><li>Satisfies latent needs, </li></ul></ul></ul><ul><ul><ul><li>Their presence increases satisfaction, their absence does not decrease it </li></ul></ul></ul><ul><ul><ul><li>Source of differentiation </li></ul></ul></ul>
  6. 6. Defining the Concept Cont. <ul><li>2. Performance attributes </li></ul><ul><ul><ul><li>Also called ‘more is better’ attributes and one-dimensional attributes </li></ul></ul></ul><ul><ul><ul><li>Directly linked to voiced demands of customer relative to quality and their willingness to pay </li></ul></ul></ul><ul><ul><ul><li>Presence enhances satisfaction while absence reduces it </li></ul></ul></ul><ul><ul><ul><li>Linear relation to customer satisfaction  the better you do the more they like it! </li></ul></ul></ul>
  7. 7. Defining the Concept Cont. <ul><li>3. Must-be attributes </li></ul><ul><ul><ul><li>Also called threshold attributes </li></ul></ul></ul><ul><ul><ul><li>Represent basic musts or functions expected of a product/service </li></ul></ul></ul><ul><ul><ul><li>When present are neutral, when absent dissatisfy consumers </li></ul></ul></ul>
  8. 8. Basic Kano Graph Satisfaction dissatisfaction Or Delight Factors
  9. 9. Refining the Model <ul><li>Earlier we said that we can break down a product’s attributes </li></ul><ul><li>In addition to surprise and delight factors, performance attributes and must be’s we have: </li></ul>
  10. 10. Refining the Model Continued <ul><li>4. Indifferent attributes </li></ul><ul><ul><ul><li>Attributes of a product or service whose presence or absence doesn’t affect customer satisfaction </li></ul></ul></ul><ul><li>5. Dissatisfiers </li></ul><ul><ul><ul><li>Also called reverse quality attributes </li></ul></ul></ul><ul><ul><ul><li>Presence causes dissatisfaction, absence causes satisfaction </li></ul></ul></ul><ul><li>Now, we have a new graph </li></ul>
  11. 11. Refining the Model Continued Satisfaction Dissatisfaction Indifference Dissatisfy
  12. 12. Refining the Model Cont. <ul><li>We can introduce sub-categories to further quantify </li></ul><ul><li>We can prioritize by targeting the steeper attribute curves </li></ul><ul><li>Useful when financial and technical constraints raise the need for trade-offs </li></ul>
  13. 13. Revising the model Critical Highly Attractive High Value Added Dissatisfaction Satisfaction
  14. 14. How Kano Analysis works? <ul><li>Develop a questionnaire </li></ul><ul><li>Test the questionnaire </li></ul><ul><li>Administer the questionnaire to customers </li></ul><ul><li>Process the results </li></ul><ul><li>Analyze the results </li></ul>
  15. 15. Evaluating the Model <ul><li>Benefits </li></ul><ul><ul><ul><li>Guides decisions in quality strategies by prioritizing customer needs </li></ul></ul></ul><ul><ul><ul><li>Is a useful tool for analyzing demand </li></ul></ul></ul><ul><ul><ul><li>Is customer focused </li></ul></ul></ul><ul><ul><ul><li>Quantifies satisfaction, making effective trade-offs easier </li></ul></ul></ul>
  16. 16. Evaluating the Model <ul><li>Drawbacks </li></ul><ul><ul><ul><li>Guides strategy but has no forced compliance </li></ul></ul></ul><ul><ul><ul><li>Is based on more effective competition over quality </li></ul></ul></ul><ul><ul><ul><li>Is too often applied after the fact </li></ul></ul></ul>
  17. 17. Thank You

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