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Prioritize customer requirements
Optimize competitiveness
Enhancement of customer satisfaction
Kano Analysis
Goal:
Identifying customer needs
Determining functional requirements
Concept development
Analysing competitive products
The Kano Analysisis useful in:
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The Kano Model
Low CustomerSatisfaction
Done Very Well
Satisfiersor Variable Requirements
SpecifiedCustomers verbalise these needs These requirements are
the
more is better category
Improve customer satisfaction
High CustomerSatisfaction
Not Done orDone Poorly
Must Bes
or Basic RequirementsAre the expected attributes ormusts of a
product
UnspokenNearly unconsciousAbsence or poor performance ofthese
attributes result in extremecustomer dissatisfaction
No opportunity for productdifferentiation
Delightersor Latent Requirements
Not expectedUnspokenOften satisfy latent needs real needsof
which customers are currentlyunawareCan result in high levels of
customer
satisfaction Their absence does not lead todissatisfaction
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The Various Requirements
Must Bes or Basic Requirements:These features or performance
requirements must bepresent to meet the minimalexpectations of
customers. The customer probably wont notice if these featuresare
met, but they willnotice and be extremely unhappy if they are
missing.
Satisfiers or Variable Requirements:The better or worse you
perform on these requirements, the higher of lower will beyour
rating from a customer. Price certainly is the most prevalent of
the
Satisfiers: the less a customer has to pay for a given set of
features or capabilities,the happier the customer. Assuming that
you are meeting the customers Basicrequirements, many of your
process improvement priorities will likely fall withinthe Satisfier
category.
Delighters or Latent Requirements:These are features, factors or
capabilities that go beyond what customers expector that target
needs the customers cant express for themselves. Providing
these
excitement attributes can provide a competitive advantage.
Examples for delighters:
Approaches for cost reduced production, economic materials
Take over of parts of logistics
Integration in development processes
Less service demand
Integration of features required in the future
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Examples: The results of a Kano Analysis show prioritization
Price-performance ratio
Concept
Project Management
Acceptance of order conditionsUnderstandability of
proposalCompleteness
Additional consultation for free
Influence thedecision to buy
Low CustomerSatisfaction
High CustomerSatisfaction
Done Very WellNot Done orDone Poorly
Suggestions for savings
Proactively offer alternatives
Integration in product development
Launch performance
