What is Kano Model in Six Sigma?
→ The Kano Model is a Lean Six Sigma tool that helps us prioritization of product features, and we can understand the trend of satisfaction level of our customer.
→ Kano Model is developed by Prof. Noriaki Kano in 1980s. (Ref. Wikipedia).
→ It looks like a graph having four quadrants.
→ Kano model can be understood by three different aspects that is basic needs, performance, and excitement.
→ It is a very important tool for our business growth. It helps us to analyze the customer’s actual requirements and satisfaction level.
→ It is a product development and customer satisfaction tool.
→ This is a very important tool for understanding the Voice of Customer (VOCs) in the Define Phase of the Lean Six Sigma Project.
→ The objective of the Kano Model to gather feedback from customers and deliver the most satisfying product or service.
→ The feedback of customers can be collected with different methods like questionnaires, surveys, interviews, reviews, social media, and review of warranty claims, etc.
Three Categories of Kano Model
→ The three categories of the Kano_Model are listed below
- Basic Needs (Basic Requirements/ Must Be Requirements)
- Performance
- Excitement
01. Basic Needs/Requirements:
→ Basic Requirements are the Kano Model’s “Must-Be” Requirements.
→ Must-Be requirement is essential for all customers.
→ If we are not offering must be a requirement to our customer, they will be unhappy with us and leave us.
→ For better understanding, we will take one example,
➨ Example: In the early 2000s, the internet and wi-fi connection in a hotel room is an exciting factor, but now we all know it is a must-be factor or a basic need of all.
→ When these requirements are unfulfilled, the customers are greatly dissatisfied and when fulfilled, the customers are neutral.
→ So the dissatisfaction level drops exponentially.
→ In other words, these requirements are not able to create any additional satisfaction level for the customer. If we do not fulfill this requirement then customers are greatly dissatisfied.
02. Performance:
→ Performance is the most important thing that improves our market share as compared to others.
→ A direct positive correlation exists between customer satisfaction levels and the degree of this performance of the product or service.
→ So the customer’s satisfaction and dissatisfaction change gradually with the performance of the product and service.
→ We can also say the performance feature that as a one-dimensional and desired quality feature.
→ We can easily see the most common example of performance in the automotive and smartphone industry.
→ Day by day the performance of vehicles and smartphones is improved to attract more customers.
➨ Example: Before a decade smartphones don’t have a high-resolution camera but nowadays it’s a very high-resolution camera available in smartphones that is a very basic example for easily understand the performance.
➨ Example: For better understanding, we can take an example of the Apple phone that is very much famous for its performance compared to any other phone.
→ So apple phone is continuously increasing its market share and business.
03. Excitement:
→ These attributes create excitement in consumers.
→ In other words, we can say excitement as “a wow factor”.
→ Over the period of time, the excitement factor is moved to must be requirements.
→ Let us take one example for a better understanding.
➨ Example: Before one decade the front camera of smartphones is an exciting factor also very few peoples were doing video calls but now a day’s front camera is falling under the must-be requirement.
→ The sudden drop of keypad phones, after the invention of touch screen phones.
→ When these requirements are fulfilled, the customers are greatly satisfied and when not fulfilled, the customers are neutral.
→ So the satisfaction level increases exponentially if the customer gets these features in their product or service.
→ In other words, if this requirement is not fulfilled then the customer’s satisfaction level remains neutral.
Kano Model Example
→ In the initial time, Dr. Kano developed 5 categories for classifying the customer’s preferences.
→ But nowadays most people are referred to as three categories of the Kano_Model.
5 Categories of Kano Model
→ The 5 categories of the Kano_Model are listed below
- Dissatisfying - Irritating features – This should be avoided
- Must-Haves – It is mandatory requirements
- Customer needs – It is reasonable expectations
- Delighters - Surprise factors for or we can say “wow” factor
- Indifferent - features that are not good or bad – It has not any impact on customer
→ The Kano Model is a graphical tool that displays the relationship between the characteristics of the product or service to the level of customer satisfaction.
→ It is used to organize and prioritize activities to design and/or improve.
→ The x-axis indicates the customer's expectation is fulfilled or not?
→ The y-axis indicates the customer is satisfied or not?
→ Also, the various requirements of customers are changing from time to time basis as per the technology evaluation.
→ We can take one example to understand how the customer's requirements are changing.
Example:
→ CD/DVD drive in a laptop is a delighter feature at one time, and then it becomes a basic requirement over the period of time.
→ Nowadays, customers expect slim laptops, so laptops' CD/DVD drive becomes an undesired feature.
How to Prepare a Kano Model?
→ We can easily prepare the KANO model with the help of the below easy five steps.
- Identification of Characteristics
- Conduct Customer Survey
- Classification of Response
- Analyze the data
- Prioritize and Implement
Step 01: Identification of Characteristics
→ In the very first step of preparing the KANO model, we need to identify the characteristics of any product or service.
→ This step is very important in any Six Sigma Project.
→ We need to create a list of features that we need to add to the product or service.
→ This requirement might come from customers, management, or the points from the team brainstorming.
Step 02: Conduct Customer Survey
→ After listing out the characteristics or features of the product or service, we need to take the opinion from the customers.
→ For this, we can divide the survey by asking two different types of questions that are (1) Functional Question, and (2) Dysfunctional Question
- Functional - How the customer would feel if the product or service had that particular feature?
- Dysfunctional - How the customer would feel if the product or service did not have that particular feature?
Step 03: Classification of Response
→ After taking the review from the customer, we need to classify the responses as per the question types either it is functional or dysfunctional.
→ Compare the functional and dysfunctional types to evaluate the type of requirement.
→ The requirements might be different types that are mentioned below.
(1) Must be Requirement
(2) Performance related Requirement
(3) Delighters or Wow factors
Step 04: Analyze the data
→ After classifying the data we need to analyze the data.
→ Refer to this article for understanding about the Different Data Types
→ For this, we can summarize all the responses and identify the highest requirement for each category.
Step 05: Prioritize and Implement
→ The last step is the prioritization and implementation of the features into the product or service.
→ First, we need to focus on the “must be” requirements.
→ Secondly, we need to focus on the performance-related requirements that will attract more customers to our product or service.
→ After that, we can focus on the delighter features or wow factors based on the budget.
→ Also, ignore all features that will not add any value.
Benefits of the Kano Model
→ It helps organizations for understanding the behavior of customers, If it changes from attractive to must be a requirement.
→ Kano Model helps a product development team understanding the customer’s requirement and behavior.
→ Kano model reduces the product and service development time by eliminating or adding the features as per customer demand.
→ Also, the Kano model predicts the future trend of the product and service such as currently the excitement/attractive features of the product will be the must be a requirement in the future.
→ So, businesses can identify the clarity of the future customer’s requirement with the help of the Kano Model.
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