Kano Model
Dr. Rahul V Altekar
Objectives
◼ Origins
◼ Purpose
◼ Process Model
◼ Key Elements
◼ Methodology
◼ Application
◼ Examples
Origins of the Kano Model
◼ Noriaki Kano
Professor at Tokyo Rika University
International Consultant
Received individual Demming Prize in 1997
Origins of the Kano Model
◼ Noriaki Kano
Developed foundation for an approach on “Attractive Quality
Creation” commonly referred to as the “Kano Model”
Challenged traditional Customer Satisfaction Models that More is
better, i.e. the more you perform on each service attribute the
more satisfied the customers will be.
Proposed new Customer Satisfaction model (Kano Model)
◼ Performance on product and service attributes is not equal in the
eyes of the customers
◼ Performance on certain categories attributes produces higher levels
of satisfaction than others.
When to use the Kano Model
◼ Project Selection
Lean Six Sigma
Design for Six Sigma
◼ New Product Development
◼ New Service Development
◼ Determine Market Strategies
Key Elements
◼ Identify the Voice of the Customer
◼ Translate Voice of the Customer into
Critical to Quality Characteristics (CTQs)
◼ Rank the CTQs into three categories:
Dissatisfier - Must be’s – Cost of Entry
Satisfier – More is better – Competitive
Delighter – Latent Need – Differentiator
◼ Evaluate Current Performance
Kano Model
“Didn’t know I Satisfaction
wanted it but I
like it.”
Satisfier
One Dimensional
Desired Quality
Delighters
Excited Quality
Service Service
Performance Performance
Dissatisfier
Must-be “Cannot increase
Expected Quality my satisfaction, but
can decrease.”
Dissatisfaction
Kano Model Process
Analyze & Plot &
Research Strategize
Brainstorm Diagram
•Research available •Analyze results •Develop Customer •Determine Project
data sources from data collection Requirement Matrix selection
•Determine data •Brainstorm list of •Record •Product Development
collection strategy features and Questionnaire •Service Development
•Design data functionality results in Matrix •Identify Marketing
collection •Develop Functional and Summarize Strategy
instruments and Dysfunctional •Plot results on
•Collect and Questionnaire Kano Model
summarize data •Distribute
Questionnaire
Research
◼ Must Be’s - Focus Groups, Lawsuits and
Regulations, Buzz on Internet
◼ Satisfiers - Competitive Analysis, Interviews,
Surveys, Search Logs, Usablity Testing,
Customer Forums
◼ Delighters - Field Research,
Marketing/Branding Vision, Industrial Design,
Packaging, Call Center Data, Site Logs
Analyze & Brainstorm
◼ Analyze data from available sources
◼ Brainstorm list of features and functionality
◼ Determine type of requirements:
Output Requirements
Service Requirements
◼ Kano Model Requirements Survey
User Survey
◼ “Functional form” vs. “Dysfunctional Form”
“How would you feel if the product had feature X?”
“How would you feel if the product didn’t have feature X?”
Kano Questionnaire Answers:
◼ I like it.
◼ I expect it.
◼ I’m neutral.
◼ I can tolerate it.
◼ I dislike it.
Example: Requirements Survey
Example: Requirements Questionnaire
Functional vs. Dysfunctional Comparison
Evaluation Customer Requirements
C.R. A E O R Q I Total Grade
1 3 6 14 23 O
2 5 6 11 1 23 O
3 6 1 4 1 11 23 I
4 13 10 23 E
5 11 1 2 9 23 A
Customer Requirement is:
A: Attractive R: Reverse Q: Questionable Result
E: Expected O: One Dimensional I: Indifferent
Plot & Diagram
Satisfaction
Satisfier
Delighters One Dimensional
Attractive Desired Quality
Excited Quality
Service Service
Performance Performance
Dissatisfier
Must Be
Expected Quality
Dissatisfaction
Kano Model & QFD
Strategize
◼ Project Selection
Lean Six Sigma
Design for Six Sigma
◼ Organizational Strategy
Dissatisfier – Must be’s – Cost of Entry
Satisfier – More is better – Competitive
Delighter – Latent Need – Differentiator
Application
◼ Break into Teams
◼ Select Team Leader
◼ Select Scribe
◼ Select Presenter
◼ Scenario – You work for a Hotel chain and your company is trying to
identify Voice of the Customer information to improve Hotel
performance.
◼ Instructions:
Brainstorm important characteristics you expect when staying at a Hotel
Identify whether they are a Must be, Expected or a Delighter from a
Business Client perspective and from a vacationer perspective
Add in what the current performance is for the Hotel
Example Results
Debrief
◼ Analysis
◼ Strategy Recommendations
Summary of Kano Model
◼ Analyze and rank the voice of the
customer data
◼ Develop into Categories
Dissatisfier – Must be’s – Cost of Entry
Satisfier – More is better – Competitive
Delighter – Latent Need – Differentiator
◼ Identify and implement strategy
Questions
?
References
◼ Walder, D., (1993). Kano’s model for understanding customer-
defined quality. Center For Quality of Management Journal, 39, 65 –
69.
◼ Jacobs, R., (1997). Evaluating customer satisfaction with media
products and services. European Media Management Journal, 32,
11 – 18.
◼ Ungvari, S., (1999). Adding the third dimension to auqlity. Triz
Journal, 40, 31 – 35.
◼ Sauerwein, E., Bailom, F., Matzler, K., & Hinterhuber, H. (1996). The
kano model: How to delight your customers. International Working
Seminar on Production Economics, 19, 313 - 327
◼ Zultner, R.E. & Mazur, G. H. ( 2006). The Kano Model: Recent
Developments. The eighteenth symposium on Quality Function
Deployment.
