Kano Model

Kano Model

It is a quality measurement tool used to prioritize customer needs based on how they impact customer satisfaction. It breaks down components of a product or service in categories based on impact on customer satisfaction.

Customer looks at attributes at 3 different perspectives: Basic (Threshold), Satisfier (Performance needs) and Delighters (WOW factor)

1. Basic / Must Be / Threshold: Represents basic musts or functions expected of a product or service. When it is present, it is neutral; when absent, dis-satisfies customer. Example: Punctuality, cabin comfort (Leg room, temperature), staff courtesy. Non performance leads to strong dis-satisfaction

2. Satisfier / performer / More is better: Directly linked to voiced demand of customer relative to quality and their willingness to pay. Its presence enhances satisfaction and absence reduces it. Linear relation to customer satisfaction, the better you do, the more they like it. Example: No of music channels, quality of food, ticket price

3. Surprise / Delighter / Excitement: It satisfies latent needs. Their presence increases satisfaction, but their absence does not decrease it. It acts as a source of differentiation. Example: Automatic flight status (KMs, Temperature – Shown on screen by Kingfisher for the 1^st time), Latest movies, Lap-top & cell phones power point at each seat

Refining the model:

1. Indifferent attributes: Attributes of a product / service whose presence or absence doesn’t affect customer satisfaction.

2. Dis-satisfiers / Reverse quality attributes: Presence causes dis-satisfaction, absence causes satisfaction

Observation

· Each customer’s needs are usually unique.

· Basic : Entry Barrier (Value) ; Satisfier: Comparable features (Quality); Exciter needs: Competitive advantage / USP (Innovation)

· Attitude towards needs change over time. Yesterday (Exciter)……Today (Satisfier)…….Tomorrow (Basic)

· Customer never talks about basic needs, only performer / satisfier needs are expressed.

Product development uses KANO model

Benefits

1. Guides decision in quality strategies by prioritizing customer needs

2. Useful tool to analyze demand

3. It is customer focused

4. Quantifies satisfaction, making effective trade-offs.

The Kano model is a theory of product development and customer satisfaction developed in the 80's by Professor Noriaki Kano which classifies customer preferences into five categories:

• Attractive
• One-Dimensional
• Must-Be
• Indifferent
• Reverse

These categories have been translated into English using various different names (delighters/exciters, satisfiers, dis-satisfiers, etc.), but all refer to the original articles written by Kano.

Use - The Kano model offers some insight into the product attributes which are perceived to be important to customers.

The purpose of the tool is to support product specification and discussion through better development team understanding.

Kano's model focuses on differentiating product features, as opposed to focusing initially on customer needs.

Kano also produced a methodology for mapping consumer responses to questionnaires onto his model.