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Kano analysis


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Kano analysis

  1. 1. The Kano model is a theory  developed in the 1980s by Professor Noriaki Kano
  2. 2. How does a company analyze customer needs? How can it easily determine what delights customers or what their basic needs are?
  3. 3. The Kano model is a theory of  product development and  customer satisfaction
  4. 4. New Product Development New Service Development Project Selection Lean Six Sigma Design for Six Sigma Determine Market Strategies
  5. 5. 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
  6. 6. KANO Model
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. • 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.
  12. 12. 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.
  13. 13. 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
  14. 14. Zafar Iqbal Thathal Tanveer Ahmed Nosheen Wajid Ali Shahid Khan