A tool to relate customer satisfaction with organization performance

1. Kano Model of
Needs
ISYE650 Class Presentation
Spring 2014
Akhil Yelisetti

2. Introduction
• Noriaka Kano, a Japanese expert in customer satisfaction
and quality management.
• A tool to predict customer/user satisfaction
• How does the Problem link to customer?
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3. Consider a case of buying a
brush
?How do you decide which brand to buy?
?Are you keen about basic needs or pleased with extra
nourishments?
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4. Categories
• Classification of customer needs:
– Must Be : Need must be fulfilled to avoid dissatisfaction.
• Ex: Your new car comes with air conditioning
– More the Better: Higher the level of fulfillment higher
is the level of satisfaction. Also known as One Dimensional
requirements.
• Ex: Fuel efficiency of a car
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5. Categories (cont.)
– Delighter (Attractive requirements): This feature is
not expected by customers, but have the greatest
influence on how satisfied a customer will be with a given
product. Hence, it does not result in dissatisfaction if not
present.
• Ex: Receiving a new car with a 10‐year free warranty
– Indifferent: Customer does not perceive this
characteristic as a necessary, nor will this cause
satisfaction if present.
• Ex: Having car manual printed in foreign language
which he does not speak.
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6. Template
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7. Must Be’s Template
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8. One-Dimensional Template
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9. Delighters Template
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10. Graphical Representation
Figure 1: Kano’s model of customer satisfaction
(Sauerwein et al., 1996)
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11. References
• Understanding the Kano Model - A Tool for
Sophisticated Designers by JARED M. SPOOL
retrieved from user interface engineering;
https://www.uie.com/articles/kano_model/
• THE KANO MODEL: HOW TO DELIGHT YOUR
CUSTOMERS by Elmar Sauerwein, et al., Volume I of
the IX. International Working Seminar on Production
Economics, Innsbruck/Igls/Austria, February 19-23
1996, pp. 313 -327
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12. Queries
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