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Presentation Chronicle

Objective

Insight of the model

Importance of Applications

Methodology

Examples

Why is it Lean?

Advantages and Limitations

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Objective

Understanding of Kano Model

What?

Why? When?

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Insight of the Model

Origin Noriaki Kano, Prof. (Tokyo Rika Univ.)

KanoFind the latent needs

Key Insight

Customer Satisfaction

Better communication with the clients

Walk in your customers shoes

Ungvari, 1999

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Importance of Application

Customer satisfaction is one of the biggest

concerns

Large share of market research budgets

Growth of customer wants (wants to needs)

Competition escalation

Success = Implementation + Differentiation

Sauerwein, 1996

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Kano ModelMethodology

Product FunctionCustomer Satisfaction

Charts

Threshold / Expected / Basic (Cost of entry)

Performance / Normal (Competitive) Excitement / Delightful (Differentiation)

Customer Requirements Questioner

Kano evaluation table

Functional and dysfunctional comparison tables

Self-stated importance Questioner

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ExamplesKano ChartUnanticipated Excitement Surprise

Delightful

Unspoken

Basic Essential

Taken for granted

Threshold

Specified Required

Desired

Normal

Spoken

Performance

Customer

Sat isfact ion

Unspoken / Latent

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Customer Requirements Questioner

Jacobs, 1997

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Requirements Questioner

Walder, 1993

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Functional vs. dysfunctional comparison

Walder, 1993

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Functional vs. dysfunctional comparison

Jacobs, 1997

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Self-stated importance Questioner

Jacobs, 1997

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Why Lean ?Unanticipated Excitement Surprise

Delightful

Unspoken

Basic Essential

Taken for granted

Threshold

Specified Required

Desired

Normal

Spoken

Performance

Customer

Sat isfact ion

Unspoken / Latent

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Advantages & Limitations

+ Better Communication with the

customers

+ Understand customers and their needs

+ Ultimately Customer Satisfaction

- Say but not Think

- Cynical / dubious- Not serious

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What Next

Select the right place and time for survey

When ?

Customers taste changes

Competition heaves

Just do it !

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References

Walder, D., (1993). Kanos model for understandingcustomer-defined quality. Center For Quality of

Management Journal, 39,6569.

Jacobs, R., (1997). Evaluating customer satisfactionwith media products and services.European Media

Management Journal, 32,1118. Ungvari, S., (1999). Adding the third dimension to

auqlity. Triz Journal, 40, 3135.

Sauerwein, E., Bailom, F., Matzler, K., & Hinterhuber,H. (1996). The kano model: How to delight your

customers.International Working Seminar onProduction Economics, 19, 313 - 327