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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.)
Kano Find 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 Model Methodology
Product Function Customer 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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Examples Kano Chart
Unanticipated
Excitement
Surprise
Delightful
Unspoken
Basic
Essential
Taken for granted
Threshold

Specified
Required
Desired
Normal
Spoken
Performance
Customer
Satisfaction
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
Satisfaction
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 understanding
customer-defined quality. Center For Quality of
Management Journal, 39, 65 69.
Jacobs, R., (1997). Evaluating customer satisfaction
with media products and services. European Media
Management Journal, 32, 11 18.
Ungvari, S., (1999). Adding the third dimension to
auqlity. Triz Journal, 40, 31 35.
Sauerwein, E., Bailom, F., Matzler, K., & Hinterhuber,
H. (1996). The kano model: How to delight your
customers. International Working Seminar on
Production Economics, 19, 313 - 327