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Kano Model
Academic Group #1
Aunkur De (PGP-12-017)
Avinash Chaudary (PGP-12-018)
Dattu Saripalli (PGP-12-207)Niranjan Sane (PGP-12-200)
Rohith T V (PGP-12-063)
Shri Harsh (PGP-12-221)
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Structure
Why Kano Model
Impact of Kano Model
History of Kano Model How is it implemented with caselet
Further steps of Kano model
Redefined Kano Model Kano and I-S Model
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Many experts insist that customers
dont really know what they want; they
have to be told.
WRONGThe pursuit of customer satisfaction is more urgent when competitors catch up and
are poised to surpass your company.
The Kano model is useful in gaining a thorough understanding of a customers
needs.
Translate and transform the resulting verbatims using the voice of the
customer table that, subsequently, becomes an excellent input as
thewhats
in a QFD house of quality.
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Voice of the Customer Table (VOCT)
Use the Kano model and the voice of thecustomer table (VOCT) at the front end
of quality function deployment (QFD).
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Which products features or servicescan bring value to customers?
How to prioritize customer needs?
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Kano Model could resolve the problem
It Invented by Dr. Noriaki Kano
Quality management tool used to
prioritize customer need basedon how they impact customersatisfaction
Quality is not linear relation tocustomer satisfaction
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Kano GraphMust HavesRepresent basic musts or functions expected
of a product/service
SatisfiersMore is better
Linear relation to customer satisfaction
DelightersAttractive attributesTheir presence increases satisfaction, their
absence does not decrease it
IndifferentCustomer is indifferent whether we provide
the service or not
ReverseCustomer becomes less satisfied when we
provide the service
Lets take an example of Airline Services
Not Implemented Implemented
Dissatisfaction
Satisfaction
Satisfiers
Delighters
Must Haves
Indifferent
Reverse
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First Step Break Down to Components
Airline Services
In-flight telephoneservice
Baggage Service
Drink/Food Service
Shopping Service
Safety
Fast Delivery
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Second Step Use Kano Questionnaire
Functional Question
Q1. IfIn-flight telephone service provided to you, work well, how do you feel?
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
Dysfunctional Question
Q2. IfIn-flight telephone service provided to you does not work well, how do you feel?
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
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Third Step Use Kano Evaluation Table
A1. I like In-flight telephone service
A2. I am neutral, If In-flight telephone service does not work well
Customer needs classificationAttractive attribute
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Forth Step-Interpret the result
Must HavesSafety
Baggage service
SatisfiersFast Delivery
Drink/Food service
DelightersIn-flight telephone service
Shopping Service
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Refined Kano Model
Not Implemented Implemented
Dissatisfaction
Satisfaction
Highly attractive
Less attractive
Low Value-Added
High Value-Added
Critical
Necessary
Must Have category is divided
into
Critical attributes
Necessary attributes
Satisfiers category is divided
into
High Value-Added attributes
Low Value-Added attributes
Delighters category is divided
intoHighly attractive attributes
Less attractive attributes
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Importance Satisfaction ModelExcellent
Retention of customers requires thatperformance in these attributes are continued
To be improvedThe company must focus on these attributes and
make improvements accordingly
SurplusIf the company needs to cut costs, these are the
attributes that can be eliminated without
significant negative impact on customer
satisfaction
Care-freeThe company does not need to worry about
these attributes because these have less impact
on quality-evaluation process
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Kano and I-S Models
High Value
Added
Critical
Care-free
Low
Attractive
High
Attractive
Necessary
Low-ValueAdded
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THANK YOU