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

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.

When to use the Kano Model

Project Selection
Lean

Six Sigma
Design for Six Sigma

New Product Development

New Service Development
Determine Market Strategies

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 bes Cost of Entry

Satisfier More is better Competitive
Delighter Latent Need Differentiator

Evaluate Current Performance

Kano Model

Kano Model Process

Research
Research
Research available
data sources
Determine data
collection strategy
Design data
collection
instruments
Collect and
summarize data

Analyze
Analyze&&
Brainstorm
Brainstorm

Plot
Plot&&
Diagram
Diagram

Analyze results
Develop Customer
from data collection Requirement Matrix
Brainstorm list of
Record
features and
Questionnaire
functionality
results in Matrix
Develop Functional and Summarize
Plot results on
and Dysfunctional
Questionnaire
Kano Model
Distribute
Questionnaire

Strategize
Strategize

Determine Project
selection
Product Development
Service Development
Identify Marketing
Strategy

Research

Must Bes - 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

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

Evaluation Customer Requirements

C.R.
1

A
3

E
6

O
14

11

13

10

4
5

11

Total Grade
23
O

23

11

23

23

23

Customer Requirement is:

A: Attractive
E: Expected

R: Reverse
O: One Dimensional

Q: Questionable Result
I: Indifferent

Plot & Diagram

Kano Model & QFD

Strategize

Project Selection
Lean

Six Sigma
Design for Six Sigma

Organizational Strategy
Dissatisfier

Must bes Cost of Entry

Satisfier More is better Competitive
Delighter Latent Need Differentiator

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

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 customerdefined 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.