Online Six Sigma courses teach us that customer satisfaction is the key to success. Six Sigma is based on the principle that a process should always deliver outputs that meet customer requirements. The Six Sigma Define Phase is where we determine customer requirements. This structure is used in Six Sigma projects. It is not easy to define customer requirements. Let’s talk about the KANO model, which is an interesting topic.
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Customers may know what they want, but may not be able to describe it. The KANO model identifies three types customer needs. The KANO model identifies three types of customer requirements and how to reveal them to the project team. This information can be used to guide the improvement process.
Six Sigma development of the KANO model
Noriaki Kano, a Japanese researcher/consultant, published a 1984 paper with a collection of ideas and techniques that can help us determine customer satisfaction with product features. These ideas are often called the KANO model Six Sigma. Six Sigma in the KANO model shows that there is a minimum level of quality consumers expect the product to have. The Voice of Customer team might divide the data into three types based on the way they listen to the voice of the customer. These categories are: Must-be, Primary Satisfiers and Delighters. This classification is known as a KANO Analysis.
A must-have requirement can cause dissatisfaction, but not increase satisfaction. It is a fundamental requirement for customers; they won’t do business without it.
A Primary Satisfier is a requirement that the customer is satisfied with all of the above requirements.
A delighter is not a cause of dissatisfaction if it is not present, but it will delight clients when it is present
The team must ensure that the process meets all requirements, increases primary satisfactioners, and possibly adds delighters.
Take a look at this example of a KANO-model. This is how the diagram looks.
How does it work?
The KANO model demonstrates that there is a minimum level of quality that customers can expect the product to have. All cars have tires and windows. Customers don’t mention basic quality items if they are asked. They take them as a given. If this quality level is not met, the customer will be unhappy.
KANO model – Basic and Expected Quality
The entire ‘Basic Quality” curve is located in the lower half, which represents dissatisfaction. A satisfied customer is not possible if you only provide basic quality. The ‘Expected Quality line represents the expectations that customers have. The model shows that customers will be unhappy if their quality expectations don’t meet; satisfaction increases when more expectations are met.
KANO model – Exciting quality
The satisfaction region is the only place where you will find the ‘Exciting Quality’ curve. This is the result of innovation. Exciting quality is the result of unexpected quality. Customer receives more than expected. Customer expectations will continue to rise under competitive pressure. Today’s most exciting quality is tomorrow’s fundamental quality.
Keeping up to date with customer expectations
Innovating is essential for firms that want to be leaders in the market. Firms that want to be the market leader must also continue to research customer expectations in order to establish acceptable quality levels. It is not enough just to keep up with your competitors. Expectations can also be influenced by external factors. The quality revolution in manufacturing has raised standards for service quality.
Instructions for preparing KANO model
Here are the instructions for preparing the KANO model
Make a list of customer needs. Don’t