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Unveil The Kano Model
-A3 The nontechnical audience
             Sunrise TMC
          Vincent Liu, CC/CL
             2010/12/13
        chichinliu@gmail.com
Source:1.http://pic.carnoc.com/news/080909/08090901542424.jpg
2.http://www.mrgadget.com.au/wp-content/uploads/2010/05/Logitech-Harmony-300-   2
Universal-Remote.jpg
Which product features/services can
   bring values for customers?

 How to prioritize customer needs?


                                     3
Kano Model could help to resolve problem

• It Invented by Dr. Noriaki Kano
• Quality management tool used to prioritize
  customer need based on how they impact
  customer satisfaction
• Quality is not linear relation
  to customer satisfaction



                                               4
Kano Graph               1.Must Haves
                            •Represent basic musts or
                            functions expected of a
                            product/service

                          2.Satisfiers
              Fully       •More is better
              Implemented •Linear relation to customer
Absent                    satisfaction

                           3.Delighters
                            •Attractive attributes
                            •Their presence increases
                            satisfaction, their absence
                            does not decrease it
                                                      5
First Step-Breaks Down Components




Source:http://static.howstuffworks.com/gif/in-flight-mobile-phone-services-1.jpg   6
Second Step- Use Kano Questionnaire




Q1.If In-flight telephone service provided to you, work well,
how do you feel?
Q2.If In-flight telephone service provided to you, does not
work well, how do you feel?                                     7
Third Step-Use Kano Evaluation Table




A1. I like In-flight telephone service
A2.I am neutral, If In-flight telephone service does not work well

Customer needs classification    Attractive attribute            8
Forth Step-Interpret the result
 • Must Haves
    – Safety
    – Baggage service
 • Satisfiers
    – Fast Delivery
    – Drink/Food service
 • Delighters
    – In-flight telephone service
    – Shopping Service


Source:http://t2.gstatic.com/images?q=tbn:ANd9GcQ4QD4Cf84Zzxew2n4tIxE7WFf2ghMQ
                                                                            9
LTdq4EDcSBfpca8gUck4oA
Key Take Away
• Quality is not linear relation to customer
  satisfaction
• Quality attritube could be roughly divided into
  “Must have”, “Satisfiers” , “Delighters”
• Kano model can prioritize customer need
  based on how they impact customer
  satisfaction
• Kano model can be used in judging products
  and services.
                                                10

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Unveil The Kano Model

  • 1. Unveil The Kano Model -A3 The nontechnical audience Sunrise TMC Vincent Liu, CC/CL 2010/12/13 chichinliu@gmail.com
  • 3. Which product features/services can bring values for customers? How to prioritize customer needs? 3
  • 4. Kano Model could help to resolve problem • It Invented by Dr. Noriaki Kano • Quality management tool used to prioritize customer need based on how they impact customer satisfaction • Quality is not linear relation to customer satisfaction 4
  • 5. Kano Graph 1.Must Haves •Represent basic musts or functions expected of a product/service 2.Satisfiers Fully •More is better Implemented •Linear relation to customer Absent satisfaction 3.Delighters •Attractive attributes •Their presence increases satisfaction, their absence does not decrease it 5
  • 6. First Step-Breaks Down Components Source:http://static.howstuffworks.com/gif/in-flight-mobile-phone-services-1.jpg 6
  • 7. Second Step- Use Kano Questionnaire Q1.If In-flight telephone service provided to you, work well, how do you feel? Q2.If In-flight telephone service provided to you, does not work well, how do you feel? 7
  • 8. Third Step-Use Kano Evaluation Table A1. I like In-flight telephone service A2.I am neutral, If In-flight telephone service does not work well Customer needs classification Attractive attribute 8
  • 9. Forth Step-Interpret the result • Must Haves – Safety – Baggage service • Satisfiers – Fast Delivery – Drink/Food service • Delighters – In-flight telephone service – Shopping Service Source:http://t2.gstatic.com/images?q=tbn:ANd9GcQ4QD4Cf84Zzxew2n4tIxE7WFf2ghMQ 9 LTdq4EDcSBfpca8gUck4oA
  • 10. Key Take Away • Quality is not linear relation to customer satisfaction • Quality attritube could be roughly divided into “Must have”, “Satisfiers” , “Delighters” • Kano model can prioritize customer need based on how they impact customer satisfaction • Kano model can be used in judging products and services. 10