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Kano Model


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Kano Model. Erica Lynn Farmer CMQ/OE, CSSBB, MBB. Objectives. Origins Purpose Process Model Key Elements Methodology Application Examples. Origins of the Kano Model. Noriaki Kano Professor at Tokyo Rika University International Consultant Received individual Demming Prize in 1997.

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Kano Model

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Kano model l.jpg

Kano Model

Erica Lynn Farmer

CMQ/OE, CSSBB, MBB


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Objectives

  • Origins

  • Purpose

  • Process Model

  • Key Elements

  • Methodology

  • Application

  • Examples


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Origins of the Kano Model

  • Noriaki Kano

    • Professor at Tokyo Rika University

    • International Consultant

    • Received individual Demming Prize in 1997


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Origins of the Kano Model

  • Noriaki Kano

    • 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 attribute the more satisfied the customers will be.

    • Proposed new Customer Satisfaction model (Kano Model)

      • Performance on product and service attributes is not equal in the eyes of the customers

      • Performance on certain categories attributes produces higher levels of satisfaction than others.


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When to use the Kano Model

  • Project Selection

    • Lean Six Sigma

    • Design for Six Sigma

  • New Product Development

  • New Service Development

  • Determine Market Strategies


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Key Elements

  • 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 be’s – Cost of Entry

    • Satisfier – More is better – Competitive

    • Delighter – Latent Need – Differentiator

  • Evaluate Current Performance


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Kano Model


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Kano Model Process

Research

Analyze &

Brainstorm

Plot &

Diagram

Strategize

  • Research available data sources

  • Determine data collection strategy

  • Design data collection instruments

  • Collect and summarize data

  • Analyze results from data collection

  • Brainstorm list of features and functionality

  • Develop Functional and Dysfunctional Questionnaire

  • Distribute Questionnaire

  • Develop Customer Requirement Matrix

  • Record Questionnaire results in Matrix and Summarize

  • Plot results on Kano Model

  • Determine Project selection

  • Product Development

  • Service Development

  • Identify Marketing Strategy


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Research

  • Must Be’s - Focus Groups, Lawsuits and Regulations, Buzz on Internet

  • Satisfiers - Competitive Analysis, Interviews, Surveys, Search Logs, Usablity Testing, Customer Forums

  • Delighters - Field Research, Marketing/Branding Vision, Industrial Design, Packaging, Call Center Data, Site Logs


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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 didn’t have feature X?”

    • Kano Questionnaire Answers:

      • I like it.

      • I expect it.

      • I’m neutral.

      • I can tolerate it.

      • I dislike it.


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Example: Requirements Survey


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Example: Requirements Questionnaire


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Functional vs. Dysfunctional Comparison


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Evaluation Customer Requirements

Customer Requirement is:

A: Attractive R: Reverse Q: Questionable Result

E: Expected O: One Dimensional I: Indifferent


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Plot & Diagram


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Kano Model & QFD


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Strategize

  • Project Selection

    • Lean Six Sigma

    • Design for Six Sigma

  • Organizational Strategy

    • Dissatisfier – Must be’s – Cost of Entry

    • Satisfier – More is better – Competitive

    • Delighter – Latent Need – Differentiator


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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 information 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 and from a vacationer perspective

    • Add in what the current performance is for the Hotel


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Example Results


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Debrief

  • Analysis

  • Strategy Recommendations


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Summary of Kano Model

  • Analyze and rank the voice of the customer data

  • Develop into Categories

    • Dissatisfier – Must be’s – Cost of Entry

    • Satisfier – More is better – Competitive

    • Delighter – Latent Need – Differentiator

  • Identify and implement strategy


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Questions

?


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References

  • Walder, D., (1993). Kano’s model for understanding customer-defined quality. Center For Quality of Management Journal, 39, 65 – 69.

  • Jacobs, R., (1997). Evaluating customer satisfaction with media products and services. European Media Management 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. International Working Seminar on Production Economics, 19, 313 - 327

  • Zultner, R.E. & Mazur, G. H. ( 2006). The Kano Model: Recent Developments. The eighteenth symposium on Quality Function Deployment.