Understanding what customers want – Kano Analysis
The Kano Analysis Model is definitely not referred to as often as it should be as its one powerhouse tool to really drill down into customers requirements. It might not identify that the customer wants a hotel room, but it will identify all the features and functions customer expect when checking into a hotel room.
Designed by Dr Noraki Kano in the 1980’s, the Kano Analysis tool has since been adopted across a wide range of sectors and industries to support the design and development of services and products.
The Kano Model is a powerful tool to aid in the product/ service design stage and is used to help identify the critical features of the product/service design. What Dr. Kano believed was that there were three factors or categories essential to all product/services designs.
These factors are made up of Basic, Satisfiers, and Delighters.
On the diagram above you can see that on the x-axis shows the level of different functionality and on the y-axis, you can see the level of customer satisfaction.
The idea is that we can use the framework to begin to identify how customers feel about certain features of the product or service.
If we go back to the example of a hotel room, we all have clear expectations of services and products we expect to get when checking into a hotel room. We all expect clean sheets, clean towels, a bed which is made, a clean room. But some also expect an iron and an ironing board, a TV and perhaps even a mini bar and perhaps a kettle and coffee making facilities. Some might even expect a Nespresso machine, a flat-screen TV and free Wifi as a bare minimum.
So how would we begin to prioritize the features and understand how important they are for the customer? Well, this is where the Kano Model comes to life.
On the Kano Model, you can see the three categories of Must Have, Performance (Satisfiers) and Delighters. The idea therefore of the Kano Model is to begin to categorize the features customer have requested into one of these three categories.
To learn more about the Kano Model and to see some real examples, take us up on our free Lean Six Sigma Course
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