Kano Model

 

 

Developed by Professor Noriaki Kano in the mid 70s, the Kano model is a widely used tool in understanding/ anticipating customer requirements and a standard approach in Quality Function Deployment (QFD); Used to understand requirements for both services and products

Responses to Kano Model questions are grouped into 4 quadrants:

Indifferent
Low impact on satisfaction when provided;
Low impact on dissatisfaction when not provided

Features falling in this zone are indifferent issues for users. Can be ignored for now but future changes should be monitored

Delight
High impact on satisfaction when provided;
Low impact on dissatisfaction when not provided

Features here are pleasant surprises – hence a delight. Strengths should be leveraged and weaknesses improved for differentiation

One-Dimensional (Motivators)
High impact on satisfaction when provided;
High impact on dissatisfaction when not provided

Features falling in this zone, need to be constantly under focus for both implementation and improvement

Must-Be (Hygiene)
Low impact on satisfaction when provided;
High impact on dissatisfaction when not provided

Features falling in this zone, if a weakness, can distract from satisfaction. However, over investment can be avoided

Metrics: Kano Model

The Question:

What new feature/ functions would/ wouldn’t my customers like?

Approach:

Ask customers what new features would make them satisfied to find, or disasatisfied not to find.

Commentary:

Helps to identify hygiene factors, delight factors and things that don’t matter. There is normally a high degree of difference between answers from staff and customers.

The Formula:

Ask customers or prospects to say both how satisfied they would be to find a feature or function (scale of 1-10), and how dis-satisfied they would be not to find it.

 

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