Kano Model

 The kano model was developed by Dr. Noriaki Kano, a professor at Tokyo Rika university Japan and Consultant. He developed Kano model in 1980s. Kano model offers insight of product attributes which are perceived to be important to customers. Kano model classifies customers on the basis of customer satisfaction.

                                                                  

Dr. Noriaki Kano

Classification of product and or service attributes based on which customers satisfaction varies-

1.      Attractive Quality-

It is the basic attributes of product and or services which provide satisfaction when achieved fully. This type of attribute do not cause dissatisfaction when not fulfilled.  Example- A label with an inbuilt thermometer on a bottle of the milk packet showing temperature.

2.      One-dimensional quality-

It is the attributes of product and or services which provides satisfaction when fulfilled and dissatisfaction when not fulfilled. These are product or service attributes that companies use as competitive tools.

Example- 10% more milk in packet offered on same price will result in customer satisfaction. But if found to be less than stated offer the customer feel misleaded and leads dissatisfaction.

3.      Must-be quality-

These attributes are taken for granted when fulfilled but results in dissatisfaction when not fulfilled.

Example- A customer will automatically assume the milk does not drip down the bottle when kept on rack. If it appears that the bottle is faulty, it will result in dissatisfaction.

4.      Indifferent quality

These are attributes that relate to parts of product or service which cannot determine whether they are good or bad in advance and at a later stage.

Example- The label of a milk bottle is primarily intended to inform the customer about the type of milk and its richness. When this label comes off the bottle, this does not have to be a problem for the customer.

5.      Reverse quality

A high degree of quality and performance of product or service which does not always result in customer satisfaction. As few customers may like it or  not alike.

Example- One customer may perceive a high-tech innovation as a complimentary whereas this may irritate another customer.

Customer satisfaction can be increased to some extent, If product or service is developed as per the customer needs and requirements.

When to use Kano Model-

Kano model is a tool in assessing customer satisfaction. However it is used during-

1.      New product development

2.      New service development

3.      Market strategy determination

4.      Project selection particularly in Lean Six Sigma and Design for Six Sigma.

Pictorial representation of Kano model-

Conclusion-

The Kano Model is a useful framework for product teams looking for prioritizing functionalities they believe will delight customers.