- The Kano Model maps the customer requirement (feature/attribute of product/service) against the Customer Satisfaction.
- Customer requirements are classified as Must Be, Satisfiers, and Delight parameters
Kano Model
Kano Model – Expected Quality
- Must be quality reflects minimum expected requirements.
- Failing to meet these requirements, the customer would be dissatisfied but meeting these requirements even exceptionally well will not lead to an increase in satisfaction levels
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Example:
- Mobile phone basic features like has to charge.
- The machine must perform
- The program must provide an output
- Meet customer Specification or Service
Kano Model – Performance Quality
- Satisfiers: The performance feature is also called one dimensional and desired quality feature.
- These parameters result in satisfaction when done correctly and dissatisfaction when done badly. These are the attributes which companies compete.
- Increased performance generates a proportional increase in satisfaction.
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Example:
- Better the mileage of vehicle beyond the specification
- Higher the speed of Wi -Fi in the hotel room
- Lower the website loading time is better
Kano Model – Excitement Quality
- Delighters feature is also called Excitement quality
- These parameters provide satisfaction when achieved fully, but do not cause dissatisfaction when not fulfilled.
- These are not expected and end up surprising or delighting the customers when present.
- Excitement attributes are generally not articulated in quality surveys because customers don't know that the attribute is likely, or even possible.
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Example:
- Free drink with dinner.
- Free extended warranty
Kano Model – Shifting Expectations
- A key point of the Kano model is that expectations shift over time.
- What was once an unexpected delight becomes a performance feature, and ultimately an expectation. Expectations are a function of experience.
Expert's Comment
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Kano Model can be used for prioritizing Lean Six Sigma projects as well
1. Make a list of all the projects
2. Understand the parameters the project would impact
3. Select the project impacting Must be followed by Performance in the same order.