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Kanos Model of Customer Satisfaction

How to Delight Your Customers


Origins of the Kano Model

Noriaki Kano
Professor at Tokyo Rika University
International Consultant
Received individual Demming Prize in 1997
Introduction
Product/service quality is main
antecedent of customer satisfaction (Croni
n & Taylor 1992; Anderson & Sullivan 1993; Brady et al. 2002)

Important to find out how each


attribute performance impacts on satisf
action
Prof. Kano pointed out that not all
product/service attributes have same r
ole in satisfying customer needs
Origins of the Kano Model
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 at
tribute the more satisfied the customers
will be
Origins of the Kano Model
Proposed new Customer Satisfaction
model (Kano Model)
Performance on product and service
attributes is not equal in the eyes of th
e customers
Performance on certain categories
attributes produces higher levels of sat
isfaction than others
Introduction
Separate among satisfaction, dissatisfaction
and delight since factors that dissatisfy and t
hat delight are often different (Rust, Zahorik & Keinin
gham 1994)
Ex. If a customer approaches an ATM then
finds it to be out of cash, the customer will li
kely be dissatisfied, but it is unlikely that fin
ding an ATM stocked with cash would
satisfy or delight the customer
Kanos Model of Satisfaction
Technique use to determine which
influence the attributes of products a
nd/or services have on customer sati
sfaction (Kano et al. 1984)
Kanos Model of Satisfaction
Which products and services can be used
to obtain a high level of customer satisfacti
on?
Which product features have a more than
proportional influence on satisfaction
Which attributes are an absolute must in
the eyes of the customer?
Kanos Model of Satisfaction

Product/service attributes can be classified


into three groups
1. Basic attributes/dissatisfiers/Must-have
2. Performance/one-dimensional
attributes
3. Exciting attributes/satisfiers/Attractive
Basic Attributes/Dissatisfiers
Minimum required features that
customer naturally expect from a product
/service
Not able to elicit satisfaction but can
produce dissatisfaction when not fulfilled
ex. Punctually and safety of airline
Performance/One-dimensional Attributes

Produce both satisfaction dissatisfaction


depending on performance levels
satisfaction is proportional to the level of
fulfillment of these attributes
ex. Gasoline consumption of a car; lower
consumption leads to higher customer sati
sfaction
Exciting Attributes/Satisfiers
Produce satisfaction when delivered but
cause no dissatisfaction if not delivered
High performance on these has a greater
impact on overall satisfaction rather than l
ow performance
ex. (unexpected) promotional offers
Three-Factor Theory
Typical Research Framework
Kanos Model Process
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 bes Cost of Entry
Satisfier More is better Competitive
Delighter Latent Need Differentiator
Evaluate Current Performance
Kano Model
Kano Model Procedure
Analyze
Analyze&& Plot
Plot&&
Research
Research Strategize
Strategize
Brainstorm
Brainstorm Diagram
Diagram

Research Analyze results Develop Determine


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

Must Bes - Focus Groups, Lawsuits and


Regulations, Buzz on Internet
Satisfiers - Competitive Analysis, Interviews,
Surveys, Search Logs, Usablity Testing, Custome
r Forums
Delighters - Field Research, Marketing/
Branding Vision, Industrial Design, Packaging,
Call Center Data, Site Logs
2. 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 didnt have feature X?
Kano Questionnaire Answers:
I like it.
I expect it.
Im neutral.
I can tolerate it.
I dislike it.
Example: Requirements Survey
Example: Requirements Questionnaire
Functional vs. Dysfunctional Comparison
Functional vs. Dysfunctional Comparison

Basic
Attribute
Functional vs. Dysfunctional Comparison

Performance
Attribute
Functional vs. Dysfunctional Comparison

Exciting
Attribute
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
3. Plot & Diagram
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 i
nformation 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 an
d 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 bes Cost of Entry
Satisfier More is better Competitive
Delighter Latent Need Differentiator
Identify and implement strategy
Questions?
References
Walder, D., (1993). Kanos model for understanding
customer-defined quality. Center For Quality of Managemen
t Journal, 39, 65 69.
Jacobs, R., (1997). Evaluating customer satisfaction with
media products and services. European Media Managemen
t 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. Int
ernational Working Seminar on Production Economics, 19,
313 - 327
Zultner, R.E. & Mazur, G. H. ( 2006). The Kano Model:
Recent Developments. The eighteenth symposium on Quali
ty Function Deployment.

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