Kano Model
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A cobbled together set of slides to summarise a talk given to Alliants Ltd, with a piece of chalk and a blackboard. This talks about the main principle of the Kano Model, devised by Noriaki Kano in 1984.
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Kano Model
- 1. me@lee-jon.com @tmesis Kano model (A very quick overview)
- 2. § me@lee-jon.com @tmesis Lee-Jon This gives a basic overview of the Kano Model, largely without examples or utilisation. We discuss what it is, and how it sees product features differently. Based on content presented on a blackboard to Alliants Ltd.
- 3. NORIAKI KANO 1984 Tokyo Rika University
- 4. QUALITY
- 5. Customer satisfaction Functionality Kano defined a way of looking at quality of a product or service (or quality of execution)
- 6. Unsatisfied Dysfunctional Fully functional Satisfied The traditional “one- dimensional” model says that quality increases as functionality increases
- 7. Unsatisfied Dysfunctional Fully functional Satisfied One-D Kano argued that there are quality features which cause dissatisfaction when absent, but do not create delight when present. Must-be
- 8. Unsatisfied Dysfunctional Fully functional Satisfied One-D Must-be Attractive Attractive quality features are ones the customer did not expect, or explicitly want, but can have the most impact or delight.
- 9. Customer satisfaction MUST BE ONE DIMENSIONAL ATTRACTIVE Each type differs in the utility expectations of a customer
- 10. Customer satisfaction MUST BE ONE DIMENSIONAL ATTRACTIVE Uncovering attractive features and fulfilling these creates a wide range of possibilities for differentiation. But there is no dissatisfaction when not provided.
- 11. Unsatisfied Dysfunctional Fully functional Satisfied Indifferent features are those which don’t affect satisfaction A reverse quality is not commonly used, but describes features which when added cause dissatisfaction. E.g. high tech vs low tech
- 12. ExamPLE
- 13. MILK CARTON (EXAMPLE STOLEN FROM WIKIPEDIA)
- 14. MUST BE ONE DIMENSIONAL ATTRACTIVE INDIFFERENT The package must not leak A package containing more milk for the same price A thermometer on the package showing the milk’s temperature Thickness of wax coating on the package
- 16. SO WHAT?
- 17. Customer survey If you only get one free account, how do you feel? 1. I like it that way 2. It must be that way 3. I am neutral 4. I can live with it that way 5. I dislike it that way
- 20. Unsatisfied Dysfunctional Fully functional Satisfied One-D Must-be Attractive E.g. Thanks to Uber and similar services not being able to see where a parcel is on a map is frustrating, despite the fact delivery has worked without this for centuries.
- 21. Over time, attractive qualities become another basic need
- 22. Knowing how a feature or service performs in the eyes of the customer is key to understanding the market potential of that feature.
- 23. THANK YOU (Slides kept deliberately terse, and content light)