Kano Model

1. Kano Model Noriaki Kano developed a model to illustrate how customers perceive quality. The model is based around the level of achievement compared to the level of customer satisfaction. Product features are divided into three distinct categories: Must be attributes (Basic): Customers take them for granted when they are fulfilled; if they are not fulfilled they may become very dissatisfied. One dimensional attributes (Performance): Result in customer satisfaction when fulfilled and dissatisfaction when not fulfilled. Attractive attributes (Excitement): Absence does not cause dissatisfaction, but achievement can lead to customer delight. The Kano model describes the relationship between customer satisfaction and performance of a product or service. This relationship differs between the three categories. BASIC QUALITY: The word basic does not mean that it is sub-standard or below par, it means that the customer does not think (or even care) about the product or service. Even when it fully achieves all requirements (by fully achieved it means that the product or service is reliable durable and robust for the pre-determined lifetime) the customer will not speak about basic quality because it is expected. Customers only mentioned basic quality when it is not there. This manifests itself as Things Gone Wrong (TGW), warranty, repairs per 1000 (R/1000) and so on; all the negative things that we hear about. There is a risk in that dealing with the TGW that the product can be over-engineered. Eliminating TGW on basic quality will not generate Things Gone Right (TGR). At launch phases quick fixes are put into place to mask the effect of something from the customer. There is not enough time to fully evaluate the solution so a 'better safe than sorry' attitude is used. These fixes need to be revisited at a later date to ensure that root cause has been found and eliminated and the fix removed. performance quality: This is anything that can be objective tested measured and compared to the competition. Is in basic quality, if you fail to deliver good performance quality then the customer will speak about it in the form of TGW etc.Unlike basic quality, if you deliver good performance quality then the customer will speak about it. (TGR). Therefore, in performance quality it is possible to convert TGW into TGR. If you greatly exceed the customer expectations in performance quality then it can be seen as a surprise and delight by the customer. Excitement quality: This group covers all those items that the customer was not expecting. Therefore, if you fail to deliver excitement quality you will not get TGW as the customer will not know, but you will have also missed an opportunity to maximise customer satisfaction. Ideally the excitement will come from something that is new to the customer. As the customer has no frame of reference, you do dot have to completely achieve everything to maximise satisfaction. As competitors look at your products and services then they will start to offer the things that you have offered under excitement quality. Now the customer has things to compare so the slide towards performance quality has begun. Over time as more and more companies offer the same thing and customer awareness grows the excitement qualities of today will migrate down to basic; the customer will expect it. Further Information Chuan Tan, K., Xie, M., and Shen, X.X., (1999), ‘Development of Innovative Products Using Kano’s Model and Quality Function Deployment’, International Journal of Innovation Management, Vol. 3, No. 3, pp. 271-286

2. Kano Model Instructions The template below may be used to record the basic, performance and excitement attributes for your organisations products and service. Kano Model Template