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KANO MODELA WAY TOWARDS BETTER CUSTOMER
SATISFACTION
BY:-
Hemant kumar suman108243,IEM-1
INTRODUCTION “Market: battle of products battle of
perceptions.”Better Understanding of Customer Satisfaction
MARKET SHARE
CUSTOMER SATISFACTION
Strategic point Offense Defense
Focal point Competitors Customers
Measure of success Share of market relative to competition
Customer retention rate
Behavioral objective Buyer switching Buyer loyalty
Nature of market share Quantitative Qualitative
HISTORY
Noriaki Kano Professor & International consultant . Recipient of Deming prize in 1997.
Introduced in 1984.
Challenged traditional customer satisfaction models.
KANO MODEL OF CUSTOMER
SATISFACTIONBased on three core principles :-
Value attract customers.
Quality loyalty.
Innovation 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)IndifferentReverse(dissatisfiers)
BASIC NEEDSIts absence will cause dissatisfaction.But, it doesn’t help in increasing
satisfaction.Taken for granted.
EXAMPLES :-1.A package of milk that leaks. When the package leaks = unhappy customer When the package doesn’t 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 REQUIREMENTSDelighters .Attribute that deliver “buzz”-The unique
feature.Requires greater understanding of ‘latent
needs’.Presence = enhanced customer
satisfaction Absence = no effect on satisfaction.
EXAMPLES:-1. Internet access on a plane.2. Automatic interior light color changing is
provided in cabin.
INDIFFERENT NEEDSNo 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 customer’s shoes”.
Construction of the Kano questionnaire.
Administering customer view through survey.
Analysis of the survey.
KANO QUESTIONNAIRE
KANO EVALUATION TABLEPRODUCT REQUIREMENTS
FUNCTIONAL FORM OF QUESTION
DYSFUNCTIONAL FORM OF QUESTION
I like it that way
It must be that way
I am neutral
I can live with it that
way
I dislike it that way
I like it that way
Q A A A O
It must be that way
R I I I M
I am neutral
R I I I M
I can live with it that
way
R I I I M
I dislike it that way
R R R I Q
CUSTOMER SATISFACTION COEFFICIENT
(A+O)/ (A+O+M+I)
(A+O)/ (A+O+M+I) (-1)
APPLICATIONSPROJECT SELECTION
NEW PRODUCT DEVELOPMENT
NEW SERVICE DEVELOPMENTS.
DETERMINING MARKET STRATEGIES.
APPLICATIONS
CONCLUSIONSimple & 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.
Thank you