Applying the Kano Table to Develop CCRs

For each potential need, ask the

customer to assess:
How would they feel if the need WAS
addressed? (Positive)
How would they feel if the need WAS
NOT addressed? (Negative)

1. Id like it
2. It is normally that way (that
feature is expected)
3. I dont care
4. I wouldnt like it

Based on the answers to the

positive and negative questions,
use the table to determine the type
of need

Positive Question Answers

The customer has four choices in

response to each question:

Negative Question Answers

Like

Normal

Dont Care Dont Like

Like

Delighter

Delighter

Satisfier

Normal

Dissatisfier

Dont Care

Dissatisfier

Dont Like

Using The Kano Model to Help

Determine Performance Targets
Lets say one of our customers needs
is related to product delivery lead time
of alloys
Customers have suggested they want
shorter lead times
Ask our customers:
How would you feel if lead times
were less than 10 days? (Positive)

NEGATIVE QUESTION ANSWERS

Like

I like

Dont Like

Lead time less than 10 days is a Basic

Need it must be met. 10 days is the
absolute maximum lead time
We deliver in 8 days thats good

Like
POSITIVE QUESTION ANSWERS

How would you feel if lead times

were more than 10 days?
(Negative)

Normal

Don't Care

Don't Like

Delighter

Delighter

Satisfier

Normal

Dissatisfier

Don't Care

Dissatisfier

Don't Like

Determining Performance Targets

Example

How would you feel if check-in time

took less than 5 minutes?
(Positive)
Answer: Thats Normal
How would you feel if check-in took
more than 5 minutes? (Negative)
Answer: Dont Like

Check-in time more than 5

minutes is a Dissatisfier it
must be met.
5 minutes is
the absolute maximum check-in
time.

Negative Question Answers

Positive Question Answers

Lets say one of your needs is

related to cycle time (hotel checkin time).
Guests have stated they want to
be able to quickly check-in. How
quickly?
Ask your customers:

Like

Normal

Dont Care Dont Like

Like

Delighter

Delighter

Satisfier

Normal

Dissatisfier

Dont Care

Dissatisfier

Dont Like

Determining Performance Targets

Example

Then ask your customers:

How would you feel if check-in time took

less than 2 minutes? (Positive)
Answer: Id Like It
How would you feel if check-in took
more than 2 minutes? (Negative)
Answer: Thats Normal

What is the cost impact versus the

customer value for including the feature
in the final design? Is there a business
case for including the feature?

Positive Question Answers

Check-in time less than 2 minutes is

a Delighter. If the check-in process
could be designed to check-in
customers in less than 2 minutes, we
could definitely differentiate our
offering in the marketplace
Remember in cases of Delighters,
the challenge for the team is to
answer the question:

Negative Question Answers

Like

Normal

Dont Care Dont Like

Like

Delighter

Delighter

Satisfier

Normal

Dissatisfier

Dont Care

Dissatisfier

Dont Like

Using the Kano Model to Validate Features

Youre uncertain of value of a particular
characteristic or feature of a previous
version of your product or process

You ask your customers:

How would you feel if the bicycle
had a kickstand?
(Positive)
Answer: Thats Normal

How would you feel if the bicycle didnt

have a kickstand? (Negative)
Answer: Dont Like

Customers considered the kickstand a

Dissatisfier, meaning that even though
they didnt mention it as a Need, it had
better be included in the design or theyll be
dissatisfied with the product.

Negative Question Answers

Positive Question Answers

Lets say you design and manufacture

bicycles. Since none of your customers
mentioned a kickstand, youre wondering
whether your customers still value
kickstands. If not, the team could eliminate
the feature and save on product cost.

Like

Normal

Dont Care Dont Like

Like

Delighter

Delighter

Satisfier

Normal

Dissatisfier

Dont Care

Dissatisfier

Dont Like