The Kano model is a theory developed in the 1980s to help companies analyze customer needs and determine what features delight or satisfy basic needs. It categorizes needs into three types: dissatisfiers (basic needs that cause dissatisfaction if absent), satisfiers (needs where more is better), and delighters (unexpected needs that impress customers). For example, cleanliness is a basic hotel need that causes dissatisfaction if absent, while internet access satisfies as quality increases, and complimentary cookies delight customers. The model helps companies understand changing customer expectations over time to meet minimum needs and differentiate through delighters.

2. The Kano model is a theory
 developed in the 1980s by
Professor Noriaki Kano

3. How does a company
analyze customer needs?
How can it easily determine
what delights customers or
what their basic needs are?

4. The Kano model is a theory of
 product development and
 customer satisfaction

5. New Product Development
New Service Development
Project Selection
Lean Six Sigma
Design for Six Sigma
Determine Market Strategies

6. 1. Satisfying basic needs: Allows a company to get into the market.
2. Satisfying performance needs: Allows a company to remain in the
market.
3. Satisfying excitement needs: Allows a company to excel, to be world
class.
Dissatisfier - Must be’s – Cost of Entry
Satisfier – More is better – Competitive
Delighter – Latent Need – Differentiator

7. KANO Model

8. Expected features or characteristics of a product or service
 (legible forms, correctly spelled name, basic functionality).
These needs are typically “unspoken.” If these needs are not
fulfilled, the customer will be extremely dissatisfied.
Dissatisfiers or Basic Needs - Must be’s – Cost of Entry

9. An example of an “unspoken” need when staying at a hotel is
cleanliness. This includes a clean bathroom, clean linens and a
pleasant, fresh aroma in the air.
When a person books a reservation at a hotel, they do not request a
clean room. They expect it. If this basic need is not met, they will be
extremely dissatisfied..
Dissatisfiers or Basic Needs - Must be’s – Cost of Entry

10. Standard characteristics that increase or decrease satisfaction by
their degree/level (cost/price, ease of use, speed).
These needs are typically “spoken.”
Using the hotel example again, “spoken” needs could be
Internet access, a room away from the elevators, a non-smoking
room, the corporate rate, etc.
Satisfiers or Performance Needs - More is better – Competitive

11. Unexpected features or characteristics that impress customers and
earn the company “extra credit.”
These needs also are typically “unspoken.”
Think of the Doubletree Hotels. Those who stay there are delighted
(pleasure/satisfaction ) by a freshly baked, chocolate chip cookie
delivered to their room during turn-down service.
Satisfying excitement needs - Delighter – Latent Need – Differentiator

12. • Indifferent Quality These attributes refer to aspects
that are neither good nor bad, and they do not result in
either customer satisfaction or customer dissatisfaction.
• Reverse Quality These attributes refer to a high degree
of achievement resulting in dissatisfaction and to the
fact that not all customers are alike.
• For example, some customers prefer high-tech
products, while others prefer the basic model of a
product and will be dissatisfied if a product has too
many extra features.

13. The important points to keep in
mind are
1) what delighted customers in
the past is now expected and
2) what is expected today will
not meet minimum customer
expectations in the future.

14. Analyze &
Brainstorm
Research
Plot &
Diagram
Strategize
•Research available
data sources
•Determine data
collection strategy
•Design data
collection
instruments
•Collect and
summarize data
•Analyze results
from data collection
•Brainstorm list of
features and
functionality
•Develop Functional
and Dysfunctional
Questionnaire
•Distribute
Questionnaire
•Develop Customer
Requirement Matrix
•Record
Questionnaire
results in Matrix
and Summarize
•Plot results on
Kano Model
•Determine Project
selection
•Product Development
•Service Development
•Identify Marketing
Strategy

15. Zafar Iqbal Thathal
Tanveer Ahmed
Nosheen
Wajid Ali
Shahid Khan