Mapping Customer Expectations Through Kano Analysis
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The document explains Kano analysis, a method used to categorize customer needs and preferences into distinct feature types: must-be, satisfiers, delighters, indifferent, and reverse features. It highlights the importance of understanding and mapping customer expectations to improve product offerings and customer satisfaction. By collecting feedback and prioritizing features based on this analysis, businesses can enhance customer experiences and adapt to changing needs.
Mapping Customer Expectations Through Kano Analysis
- 1. ` CITOOLKIT Kano Analysis Mapping Customer Expectations through Kano Analysis
- 2. citoolkit.com Introduction Customer needs and expectations keep changing over time. This requires companies to revise and assess these needs from time to time to adapt to the changing environment. Kano Analysis 2
- 3. citoolkit.com Definition Kano analysis is a method that is used to identify and categorize customer needs based on customer preferences, comments, and reviews. Kano Analysis 3 Such changing needs can then be considered when analyzing potential opportunities for improvement
- 4. citoolkit.com Voice of the Customer Often used to capture the voice of the customer in order to categorize and prioritize all forms of customer feedback. Kano Analysis 4 The data can be collected simply using a standardized questionnaire.
- 5. citoolkit.com Voice of the Customer Kano analysis allows to understand how a product or service feature affects customer satisfaction. Kano Analysis 5 This provides an insight into the dynamics of customer preferences and allows to be able to respond more objectively. This feature can be an existing or potential future feature.
- 6. citoolkit.com Benefits Benefits of mapping the features into the Kano categories . . . Kano Analysis 6 Helps categorizing and prioritizing the different features of a product or service. Shows how customer needs are constantly changing as time goes on. Helps identifying customer requirements for a product or service. Helps in keeping all feature information in one location.
- 7. citoolkit.com Types of Features What types of features influence customer satisfaction? Kano Analysis 7 The Performance Features – Satisfiers The Basic Features – Must-be The Indifferent Features The Excitement Features – Delighters The Reverse Features
- 8. citoolkit.com Types of Features The Kano model assigns three types of features to products and services . . . Kano Analysis 8 MUST-BE DELIGHTERS SATISFIERS This is basically done based on what customers say is important and how they value these features.
- 9. citoolkit.com Kano Diagram The results of collecting the voice of the customer information and categorizing customer feedback can be presented in a Kano diagram. Kano Analysis 9
- 10. citoolkit.com Kano Diagram The Kano diagram has two axes . . . • The vertical axis which represents customer satisfaction. • The horizontal axis which represent feature presence (or the degree of feature implementation). Kano Analysis 10 DELIGHTERS MUST BE SATISFIERS | CUSTOMER SATISFACTION + – FEATURE PRESENCE +
- 11. citoolkit.com Kano Diagram Kano Analysis 11 DELIGHTERS MUST BE Unspoken SATISFIERS Revealed Unspoken CUSTOMER SATISFACTION Satisfaction Dissatisfaction Neutral FEATURE PRESENCE Not implemented Fully implemented Degree of feature implementation
- 12. citoolkit.com The Must-Be Features Kano Analysis 12 Customers expect they will be present If they are not present or are insufficient, customers will be dissatisfied If they are present or are sufficient, this will not provide any satisfaction to the customers These features are rarely mentioned when discussing with customer their needs, and the customer will notice if they are missing Also called the dissatisfiers, the must haves, the expected, the mandatory and the basic requirements.
- 13. citoolkit.com The Must-Be Features Kano Analysis 13 Absent Fulfilled Partial FEATURE PRESENCE
- 14. citoolkit.com The Must-Be Features Examples include . . . Kano Analysis 14 A defect-free product The radio and the windshield of a car Timely and responsive customer service Reliable car engine and brakes The operating system in a PC
- 15. citoolkit.com The Satisfiers Kano Analysis 15 These features result in satisfaction when fulfilled and dissatisfaction when not fulfilled The better the performance is and the more efficient the service is, the more customers are satisfied Customers will not appreciate the existence of these features Companies often use these features to prioritize their improvement initiatives Also called the performance attributes, desired features, and the more is better requirements.
- 16. citoolkit.com The Satisfiers Kano Analysis 16 Absent FEATURE PRESENCE Partial Fulfilled
- 17. citoolkit.com The Satisfiers Examples include . . . Kano Analysis 17 The reduced amount of spoilage in a production line The warranty period of a specified product The speed of answering a phone in a call center The efficiency of the car engine and fuel consumption
- 18. citoolkit.com The Delight Features Kano Analysis 18 Organizations should aim for giving customers more than what they expect The fulfillment of the delight features will lead to high customer satisfaction These are the features that distinguish your product or service Often unexpected, unspoken, and provided to customers for no additional money Also called the delighters, exciters, attractive, and extra-ordinary features.
- 19. citoolkit.com The Delight Features Kano Analysis 19 FEATURE PRESENCE Absent Fulfilled Partial
- 20. citoolkit.com The Delight Features Examples include . . . Kano Analysis 20 A basket full of fruit with no extra charge after having booked a room in a hotel Having your car washed after being serviced Getting a free mouse when purchasing a laptop or desktop
- 21. citoolkit.com Other Categories Two other groups of features can also be considered in the analysis. Kano Analysis 21 Indifferent The Performance Features – Satisfiers The Basic Features – Must-be The Indifferent Features The Excitement Features – Delighters The Reverse Features
- 22. citoolkit.com Other Categories The Indifferent Features Kano Analysis 22 The features that their presence or absence do not affect the satisfaction level These are the features that are never or rarely used by the customer Examples are some utility applications in your smartphone or computer Indifferent
- 23. citoolkit.com Other Categories The Reverse Features Kano Analysis 23 These are the features that bring dissatisfaction if they are present When these features are absent, the customer will accept the product or service This could be clear for a specific customer segment Asking too many questions in an interview or adding too many extra features may results in dissatisfaction to many customers
- 24. citoolkit.com Other Categories Kano Analysis 24 Absent Fulfilled Partial FEATURE PRESENCE The Reverse Features Absent Fulfilled Partial FEATURE PRESENCE The Indifferent Features
- 25. citoolkit.com Different Ways of Using the Kano Model Kano Analysis 25 You can use the Kano model to map and categorize the feedback of the customer You can use the Kano model to map and categorize the features of your products and services You can let customers to do the mapping in order to better understand the VOC
- 26. citoolkit.com Engage the Customer Kano Analysis 26 Get customers to do the mapping where possible If you can't ask customers directly, brainstorm with the people who deal with customers (salespeople and customer service representatives)
- 27. citoolkit.com Steps for Conducting Kano Analysis Kano Analysis 27 With your team, define the purpose of the Kano analysis exercise
- 28. citoolkit.com Steps for Conducting Kano Analysis Kano Analysis 28 Brainstorm all possible product or service features • Brainstorm everything that can be done to delight customers.
- 29. citoolkit.com Steps for Conducting Kano Analysis Kano Analysis 29 Classify the collected features into the Kano groups • Get customers to do the classification where possible. Must-be Satisfiers Delighters Product or Service
- 30. citoolkit.com Steps for Conducting Kano Analysis Kano Analysis 30 Think of ways to improve customer satisfaction and retention • Ensure your have the basic features, ensure you provide the best performance possible, and ensure you provide delighters to your customers.
- 31. citoolkit.com Steps for Conducting Kano Analysis Kano Analysis 31 Agree on the actions you need to take to improve the current situation
- 32. citoolkit.com Example The Application of the Kano Model for the Economy Class in an Airline Company. Kano Analysis 32 Must-be Satisfiers Delighters Passenger Needs in Flight 1. Comfortable seats 2. Air-conditioned cabin 3. Modern and clean toilets 4. Accurate and clear announcements 5. Clear safety instructions 6. Pleasant music 1. Healthy food and drinks 2. Friendly and proactive cabin crew 3. Diversity of newspapers and magazines 4. Entertainment of personal choice 5. Large overhead baggage bins 1. Various food options on the menu 2. Provision of gifts and complimentary items 3. Ability to speak foreign languages 4. Internet service on board 5. Special individual care The team has brainstormed all possible service features and classified them into the main Kano groups
- 33. citoolkit.com Example The Application of the Kano Model for the Economy Class in an Airline Company. Kano Analysis 33 The team has added the customer satisfaction information based on previously conducted surveys Must-be Satisfiers Delighters Passenger Needs in Flight Comfortable seats 55% Healthy food and drinks 70% Various food options on the menu 50% Air-conditioned cabin 30% Friendly and proactive cabin crew 40% Provision of gifts and complimentary items 10% Modern and clean toilets 90% Diversity of newspapers & mags 25% Ability to speak foreign languages 90% Accurate and clear announcements 80% Entertainment of personal choice 85% Internet service on board 40% Clear safety instructions 70% Large overhead baggage bins 30% Special individual care 75% Pleasant music 90%
- 34. citoolkit.com Example The Application of the Kano Model for the Economy Class in an Airline Company. Kano Analysis 34 Customer satisfaction data was collected from the customer service representatives Must-be Satisfiers Delighters Passenger Needs in Flight Comfortable seats Healthy food and drinks Various food options on the menu Air-conditioned cabin Friendly and proactive cabin crew Provision of gifts and complimentary items Modern and clean toilets Diversity of newspapers & mags Ability to speak foreign languages Accurate and clear announcements Entertainment of personal choice Internet service on board Clear safety instructions Large overhead baggage bins Special individual care Pleasant music
- 35. citoolkit.com Example The Application of the Kano Model for the Economy Class in an Airline Company. Kano Analysis 35 Various food options on the menu 1 Provision of complementary items 2 Ability to speak foreign languages 3 Internet service on board 4 DELIGHTERS Air-conditioned cabin 2 Modern and clean toilets 3 Accurate and clear announcements 4 Comfortable seats 1 MUST-BE Healthy food and drinks 1 Friendly and proactive cabin crew 2 Diversity of newspapers and mags 3 Entertainment of personal choice 4 SATISFIERS CUSTOMER SATISFACTION FEATURE PRESENCE 1 2 4 3 2 3 4 1 2 4 1 3 Customer satisfaction levels represented on a Kano Model
- 36. citoolkit.com Further Information Each product or service feature should be kept and saved with the specific date, decisions, and notes. Kano Analysis 36 Must-be Satisfiers Delighters Product A 1. . . . . . . . . 2. . . . . . . . . 3. . . . . . . . . 4. . . . . . . . . 1. . . . . . . . . 2. . . . . . . . . 3. . . . . . . . . 4. . . . . . . . . 1. . . . . . . . . 2. . . . . . . . . 3. . . . . . . . . 4. . . . . . . . . Product B Service A The process output you are trying to improve
- 37. citoolkit.com Further Information The outcome of a Kano exercise can be used as an input into the Quality Function Deployment matrix to clarify relationship between customer needs and technical requirements. Kano Analysis 37
- 38. citoolkit.com Further Information You may need to use direct observation of customers to identify what’s important to them. Kano Analysis 38
- 39. citoolkit.com Further Information • Not all customers are alike on certain features or benefits. • One customer segment may strongly prefer a feature while another may be strongly opposed to the same feature. Kano Analysis 39
- 40. citoolkit.com Further Information Kano Analysis 40 The features that are considered delighters today are the must-be of tomorrow 4 Internet service on board The challenge with identifying delighters is that even customer will not be able to express what features would delight them as they have not experienced them yet.
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