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Kano Model

Kano Model Prioritization

Kano analysis is a quality measurement tool used to prioritize customer requirements based on their impact to customer satisfaction.

According to the Kano Model (developed by Dr Noriaki Kano in the 1980s),

·         There are 2 things which impact the Satisfaction levels

o   Existence of Features

o   Degree of Implementation

·         If feature is implemented for name sake and not useful at all then the satisfaction level will be low

·         When the feature is fully implemented then it will lead to higher level of satisfaction

·         Some features lead to satisfaction upto a basic level but do not go beyond it.

·         Some features have a linear relationship with the satisfaction levels. The more you implement them the higher will be satisfaction.

·         Other features have an exponential relationships i.e. as you go on implementing these features the satisfaction levels climb up exponentially.

Kano Model

According to Kano Model, a product or service can have three types of attribute (or property):

·         Threshold Attributes: Which customers expect to be present in a product.

·         Performance Attributes: Which are not absolutely necessary, but which are known about and increase the customer's enjoyment of the product.

·         Excitement Attributes: Which customers don't even know they want, but are delighted when they find them.

Threshold Attributes affect customers' satisfaction with the product or service by their absence: If they're not present, customers are dissatisfied. And even if they're present, if no other attributes are present, customers aren't particularly happy.