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Kano Analysis from Noriaki Kano

Understanding Customer Satisfaction: Unlocking the Power of Kano Analysis

Perception is a fundamental component of customer contentment. Consumers value your product or service due to how closely it meets their expectations, requirements, and desires. However, not all of these have the same value. There are fundamental ones and aspects that would be good but not necessary.

Kano Analysis, created by Noriaki Kano, breaks down consumer needs into three groups:

  1. Basic Characteristics: Commonly known as dissatisfiers, these are the essential aspects in services – so basic that consumers fail to speak of them. Neglecting or failing to deliver these aspects meets with extreme dissatisfaction. Examples include basic safety features in a car or the cleanliness of a hotel room. These are expected by default, and their absence causes significant dissatisfaction.
  2. Important Characteristics: Commonly known as satisfiers, these attributes are typically addressed in customer feedback and queries. These characteristics can lead to high satisfaction if met, but their absence results in dissatisfaction. For instance, fuel efficiency in a car or the responsiveness of hotel staff. These features are important and often discussed by customers.
  3. Attracting Characteristics: These are the excitement features, which would make the customer say, “wow” but are not obligatory. These features can delight customers and exceed their expectations, creating a memorable experience. Examples include a car with a state-of-the-art entertainment system or a hotel offering complimentary spa services. These features are not expected, but their presence can significantly enhance customer satisfaction.

Analyzing Customer Demands with Kano:

To get an in-depth understanding of your clientele’s needs, it would be beneficial to use Kano’s Method and Quality Function Deployment . Learning the most crucial aspects of what your customers require will assist you in adequately satisfying them by providing more than they expect.

Here’s how to conduct a Kano Analysis:

  1. Identify Important Product Characteristics: Begin by listing the most important features of your product or service. Focus on aspects that you believe are crucial to customer satisfaction.
  2. Develop a Questionnaire: Create questions that help determine how customers feel about these features. The questionnaire should include functional and dysfunctional forms of each feature. For example, “How do you feel if the car has a sunroof?” (functional) and “How do you feel if the car does not have a sunroof?” (dysfunctional).
  3. Survey Customers: Conduct interviews or ask customers to fill out the survey. Aim to gather a diverse range of responses to get a comprehensive view of customer preferences and expectations.
  4. Categorize Responses: Sort the responses into three Kano categories – A (Attractive), B (One-Dimensional), and C (Must-Be). This helps in understanding which features are basic, which ones are important, and which ones can provide a wow factor.

Visualize the results using the Kano model, providing a roadmap for enhancing customer satisfaction and driving innovation.

Unlocking the Potential

By mastering the subtleties of customer needs, you always stay one step ahead. After all, satisfaction is not a static result; it is improved year after year. Surpassing the expectations today shapes tomorrow’s demand. Arm yourself with Kano Analysis and turn the customer’s satisfaction into your successful strategy.

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