ENGR 345 Kano Analysis

Transcription

1 ENGR 345 Kano Analysis 1980's Dr. Noriaki Kano Purpose: 1. Design improvement in product, process, service 2. Technique to determine customer requirements or the value customers place on product/service features 3. Reduces risk of over emphasizing less important features in product or service 4. Reduces risk of missing important features in product or service 5. Helps determine if there are requirements not specifically stated by the customer 6. Helps determine if existing features are still valued by customer confirming customer requirements after VOC data collection 7. Helps shape VOC plans Definitions: Dissatisfier Expected features/characteristics (). Basic requirements in a product or service. Items taken for granted by customers. Entry point for getting into market (introduction phase). Satisfier Standard features/characteristics (). Performance requirements that allow a company to remain competitive (Value expectations: cost/price, time/delivery speed, ease of use/functionality, utility/usefulness, relative importance, life expectancy, etc). Delighter Unexpected features/characteristics (Extras). Items that impress/excite customers. Can be new to the market (growth phase, unknown to customers, innovations, discoveries through new technology, etc.). Typical SATISFIERS (WANTS) (known or voiced by customers) Surveys , mail, phone Interviews face, phone Market research Clinics, focus groups Company data Competition advertising, marketing Identifying Customer Needs (Tools utilized) Typical DISSATISFIERS (EXPECTATIONS) (known, not voiced by customers) Interviews Functional requirements Industry standards, trade literature, regulations Data complaints, refunds, returns, dissatisfied customers, switch to competition Personal experiences Typical DELIGHTERS (EXTRAS) (customers unaware of needs) Focus groups Observation Attempts to eliminate/reduce timeconsuming activities Intuitiveness (in operation) Specialists included in brainstorming (engineers/technology persons)

2 Process: 1. Collect VOC data through several methods 2. Identify customer needs, known and presumed list the needs 3. For each, ask the customer (): How would you feel if [the need] WAS addressed? For each, ask the customer Limit the customer to four choices: 4. Categorize/Classify each need as a satisfier, dissatisfier, or delighter using the following table: NOT 5. Utilize tabled information in product or service development. Address basic requirements (dissatisfiers/wants) that are not included in the product/service. Extras (Delighters) Support obtained from: George, M. L., Rowlands, D., Price, M. & Maxey, J. (2005). The lean six sigma pocket toolbook. New York: McGraw Hill. Martin, J. W. (2009). Lean six sigma for the office. New York: CRC Press.

3 Kano Analysis: Renting a mid scale class hotel room. Bed Waterfall Cleanliness Continental breakfast (free) Walk in closet HDTV Spa (near pool) Swimming pool Coffee maker Movies (free) Shampoo (free) Fresh flowers in room Morning delivery of newspaper (free) Happy hour (free) Full refrigerator in room Restaurant Shuttle service (free) Couch in room Laundry room Ice (free) Automatic lights in bathroom Workout room Valet parking Luggage storage service Opening window Cathedral Ceilings in Lobby Game room Internet service (free) Large Desk in room Non smoking room (): How would you feel if [the need] WAS addressed? NOT Fresh flowers in room (Delighter) Restaurant, Happy hour Swimming pool, Ice (Delighter) Movies, Spa, Luggage storage service, HDTV, Valet parking Shampoo, Laundry room, Workout room, Full refrigerator in room Opening window, Waterfall, Walk in closet, Couch in room, Cathedral Ceilings, Large Desk, Game room, Automatic lights (Satisfier) Continental breakfast, Morning delivery of newspaper, Shuttle service, Internet service, Coffee maker Bed, non smoking, cleanliness Bed, nonsmoking, cleanliness Extras (Delighters) Breakfast, newspaper, Movies, Spa, Luggage Pool, Ice, Shampoo, Shuttle, Internet, storage, HDTV, Valet parking, Laundry, workout Coffee maker restaurant, happy hour room, refrigerator Waterfall, Walk in closet, Couch in room, Cathedral Ceilings, Large Desk, Game room, Automatic lights, flowers

4 Kano Analysis: (): How would you feel if [the need] WAS addressed? NOT Extras (Delighters)

5 Kano Analysis: (): How would you feel if [the need] WAS addressed? NOT Extras (Delighters)

6 Kano Analysis: (): How would you feel if [the need] WAS addressed? NOT Extras (Delighters)

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