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INTRODUCTION
Market: battle of products battle of perceptions. Better Understanding of Customer Satisfaction
MARKET SHARE CUSTOMER SATISFACTION
Strategic point
Focal point Measure of success
Offense
Competitors
Defense
Customers
Behavioral objective
Share of market Customer retention rate relative to competition Buyer switching Buyer loyalty Qualitative
HISTORY
Noriaki Kano
Introduced in 1984.
Challenged traditional satisfaction models. customer
loyalty.
Attractive (delighters/exciters)
One-Dimensional(satisfiers)
Must-Be (basic)
Indifferent
Reverse(dissatisfiers)
BASIC NEEDS
Its absence will cause dissatisfaction. But, it doesnt help in increasing satisfaction.
EXAMPLES :1.A package of milk that leaks. When the package leaks = unhappy customer When the package doesnt leaks= not unhappy customer but not happy customer. 2.Toilet rolls in a hotel room. Zero toilet rolls = unhappy customer Extra toilet rolls = not unhappy customer but not happy customer.
ATTRACTIVE REQUIREMENTS
Delighters . Attribute that deliver buzz-The unique feature. Requires greater understanding of latent needs. Presence = enhanced customer satisfaction
Internet access on a plane. 2. Automatic interior light color changing is provided in cabin.
1.
INDIFFERENT NEEDS
No impact.
- Higher reserve volume of fuel tank. - Presence of GPS system in phone for people in rural areas.
REVERSE NEEDS
Increase dissatisfaction Varies from person to person
of
the
Kano
questionnaire.
Administering
customer
view
through survey.
Analysis of the survey.
KANO QUESTIONNAIRE
I am neutral A
I am neutral
I can live with it that way I dislike it
(A+O)/ (A+O+M+I)
APPLICATIONS
PROJECT SELECTION NEW PRODUCT
APPLICATIONS
CONCLUSION
Simple & strategic tool. Allocation
of the optimal budget to better serve their customers. Limited support in engineering design. Qualitative in nature. An effective tool to understand VOC.