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Overall Satisfaction
๏ When you create "WOW" you have planted a very special peg in the memory
of the customer that is easy to recall
๏ Personalized promotions/offers
๏ The delight creating attributes are obtained from the voice of the customer as
represented by surveys, campaign data etc. The major two questions to be answered
are “WHATs” and “HOWs”
๏ The WHATs can be characterized using the Kano model or Kano Analysis
Kano Analysis
๏ The Kano model is a theory of product development and customer
satisfaction developed in the 80's by Professor Noriaki Kano which classifies
customer preferences into four categories
These four needs are plotted in a graph after various surveys and the
analysis is carried out.
Customer Questionnaire responses mapped
to a Kano chart
Steps in Kano Analysis
๏ Identify Key features of Product
๏ According to Kano, people think that the product should meet four kinds of
requirements
Like Q A A A O
Must be R I I I M
Functional
Neutral R I I I M
Live with it R I I I M
Dislike R R R R Q
๏ Attractive needs:
- In flight service- Provision of delicate giveaways
๏ Indifferent needs:
- Check in- Capable to speak foreign language
- In flight facility- Handicapped friendly cabin environment
Actually..
Customer expectations are typically not very high
The greatest danger for most of us is not that our aim is too high and we
miss it, but that it is too low and we reach it.