Quotes to Think About
|“Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction, and skillful execution” - Unknown|
|“You should treat your Customers as appreciating assets." - Tom Peters|
|“Customers are not dependant on us, we are dependant on them" - L.L. Bean|
|Frequently Asked Questions|
Kano Model/Survey FAQ’s
Question: Can using the Kano Model lead to retaining satisfied customers?
Yes and No, the Kano Model itself does nothing other than help you understand and classify the 3 uniquely different types of needs. (Basic, Performance, and the hardest but most rewarding, Excitement). Capturing, understanding, and successfully delivering on these types of Needs will help you retain satisfied customers. Several “post Kano” techniques can be used to further prioritize and manage the needs throughout your product development process. Many of these techniques are introduced in the Kano Video on our home page. Watch it again if you missed them. There are also surveys you can run to help categorize the needs.
Question: You only show 3 Kano classifications, I have heard there are actually 5?
Yes, there are five but the other 2 represent rare situations. The 4th is called “Indifferent”. Here is where the customers are neutral whether they don’t get them or do get them. Whether they are not fulfilled or completely fulfilled. The 5th is called “Reverse” and it is when you don’t fulfill them the customer is very satisfied and when you do fulfill them the customer is very dissatisfied. There are several reasons this can happen, one of the common ones is the customer misinterpreted the need in the survey you designed.
1) Identify Customers
2) Determine the Customer Requirements
3) Develop a (functional and non-functional) Questionnaire for each of the needs/attributes
4) Test and Administer the Questionnaire
5) Tabulate and Analyze the Results
6) Decide how to Act on the Results
Question: Will a Kano Survey do everything I need for a VOC Project?
Before the Kano Survey is even thought about, there are several qualitative questions that should be asked to get the list of needs for the Kano Survey. In our Kano Workshops we go over at least 2 dozen open ended questions to get at Customer Needs for the quantitative research which will follow. The survey results will then be analyzed for priorities and an action plan will be developed which includes determining/brainstorming the conceptual solution to the need, lead responsibility, detailed design of the solution, etc.
Question: Is the Kano Model useful in a Non-Profit or B2B Environment?
YES, The Kano Model is useful in ANY environment where you have customers you need to satisfy. The main point of the Kano Model is to 1) Understand that your Customers have 3 uniquely different types of Needs (Basic, Performance, and Excitement), then 2) Prioritize them to make sure you are spending your energy on the ones that have the biggest impact on customer satisfaction and sales for the product or service you are developing or improving. It is that simple and difficult. There are many "VOC" (Voice of the Customer) tools available to make the journey much easier. Tools that help in identifying the needs, prioritizing the needs, developing ideas and concepts around the needs, solving problems along the way.
Question: Who is the Customer in a B2B Environment?
Not only is your immediate Customer (The Business) but more often than not, you should consider your "Customers" Customer - and maybe even your "Customers' Customers' Customer". How confident are you that your immediate "B2B" Customer has completely understood their Customers Needs? Teams often create a Value Chain of customers and consider how each of the "Value Chain Customers" needs may be able to be addresses in the product or service they are designing. There are many good questions you can ask your “BUSINESS CUSTOMER” to clarify their needs and different questions you should be asking your Customers Customer (End Consumer) to get at their needs.
There are numerous high quality techniques that can help not only uncover Latent Customer Needs but also come up with new features for your offering that will "WOW" the Customer. For some of the tools you need Customer Input (like Painstorming, Ethnography, and Trend Analysis) to discover Excitement Quality, but there are also many uniquely effective techniques to deliver Excitement Quality that do not need any Customer input (Tools like Patterns of Evolution, the Holistic Cube, The MSE Effect, the 40 Inventive Principles just to name a few) Check out the videos for more detail on a Systematic Innovation Process on the FREE Tutorials Page of this website.