A WAY TOWARDS

BETTER CUSTOMER SATISFACTION

BY:-

Hemant kumar suman 108243,IEM-1

INTRODUCTION
Market: battle of products battle of perceptions. Better Understanding of Customer Satisfaction
MARKET SHARE CUSTOMER SATISFACTION

Strategic point
Focal point Measure of success

Offense
Competitors

Defense
Customers

Behavioral objective

Share of market Customer retention rate relative to competition Buyer switching Buyer loyalty Qualitative

Nature of market share Quantitative

HISTORY
Noriaki Kano

Professor & International consultant . Recipient of Deming prize in 1997.

Introduced in 1984.
Challenged traditional satisfaction models. customer

KANO MODEL OF CUSTOMER SATISFACTION

Based on three core principles :-

Value attract customers. Quality

Innovation

loyalty.

is necessary to differentiate and compete in the market.

KANO MODEL OF CUSTOMER SATISFACTION (continued.)

Managing innovation through classification of needs in to five major categories.

Attractive (delighters/exciters)

One-Dimensional(satisfiers)
Must-Be (basic)

Indifferent
Reverse(dissatisfiers)

BASIC NEEDS
Its absence will cause dissatisfaction. But, it doesnt help in increasing satisfaction.

Taken for granted.

EXAMPLES :1.A package of milk that leaks. When the package leaks = unhappy customer When the package doesnt leaks= not unhappy customer but not happy customer. 2.Toilet rolls in a hotel room. Zero toilet rolls = unhappy customer Extra toilet rolls = not unhappy customer but not happy customer.

ONE DIMENSIONAL NEEDS

Yields proportional satisfaction. On the top of customer minds. Easily come up in the surveys.
EXAMPLES :Increase in mileage = greater satisfaction. Waiting time at the airport: less time = greater satisfaction

ATTRACTIVE REQUIREMENTS
Delighters . Attribute that deliver buzz-The unique feature. Requires greater understanding of latent needs. Presence = enhanced customer satisfaction

Absence = no effect on satisfaction.

EXAMPLES:-

Internet access on a plane. 2. Automatic interior light color changing is provided in cabin.
1.

INDIFFERENT NEEDS
No impact.
- Higher reserve volume of fuel tank. - Presence of GPS system in phone for people in rural areas.

REVERSE NEEDS
Increase dissatisfaction Varies from person to person

-Presence of too many extra features in mobile phone.

The innovations of tomorrow, will become the hygiene factors of yesterday.

KANO MODEL METHODOLOGY

Walk in your customers shoes. Construction

of

the

Kano

questionnaire.
Administering

customer

view

through survey.
Analysis of the survey.

KANO QUESTIONNAIRE

KANO EVALUATION TABLE

PRODUCT REQUIREMENTS FUNCTIONAL FORM OF QUESTION

DYSFUNCTIONAL FORM OF QUESTION

I like it that way It must be that way

I like it that way Q

It must be that way A

I am neutral A

I can live with it that way A

I dislike it that way O

I am neutral
I can live with it that way I dislike it

CUSTOMER SATISFACTION COEFFICIENT

(A+O)/ (A+O+M+I)

(A+O)/ (A+O+M+I) (-1)

APPLICATIONS
PROJECT SELECTION NEW PRODUCT

DEVELOPMENT NEW SERVICE DEVELOPMENTS. DETERMINING MARKET STRATEGIES.

APPLICATIONS

CONCLUSION
Simple & strategic tool. Allocation

of the optimal budget to better serve their customers. Limited support in engineering design. Qualitative in nature. An effective tool to understand VOC.