What is a Kano Analysis?

It is a theory used in the development of the product and the fulfilling of the customer needs. This theory was invented by Professor Noriak Kano in the 1980s. It categorized customer needs into five classes.

How does a Kano Analysis Work?

The categories have been changed to the English language by use of different terminologies like satisfiers, dissatisfiers, exciters amongst others. All in all, they all make references to the works done by Kano.

Must-be Quality

These are the expectations of customers that are never given serious consideration. Customers tend to be dissatisfied when performed poorly while they become neutral when done well. Kano referred to them as must-be due to the fact that they are not only the basic needs to be considered but also the price involved when penetrating the market. Examples include greeting customers in a call center and providing a clean room in a hotel, all termed as basic needs.

One-dimensional Quality

When it is fulfilled, it leads to satisfaction and dissatisfaction in case it is not achieved. These are the factors which people discuss and also result in competition amongst the companies. A practical case is a packet of milk containing 10 percent more milk sold at a similar price. This enhances customer satisfaction. On the other hand, the customer will feel cheated and dissatisfied if the milk contains only 6% but at a similar price. Examples include the time spent in ironing out customer concern during a call.

Attractive Quality

These features enhance satisfaction when fully realized, but don't result in dissatisfaction when not achieved. They are those attributes that are never predicted or expected for instance using a thermometer to find out milk temperature. No one speaks about these unexpected attributes which excite customers. Examples include call centers where prompt and efficient customer attendance may not be appreciated neither it may be necessary to satisfy customers. The same narrative is applicable to hotels and restaurants.

Indifferent Quality

These are the features that are neither positive nor negative and do not lead to either customer dissatisfaction or customer satisfaction. For instance, the level of thickness of the wax on a carton of milk. This may be very very important in designing and manufacturing while consumers may not be familiar with those differences. It is normally advisable to point out those aspects of the product and limit them; this will reduce the cost of production. Examples include prompt and efficient responses in a call center which may not be appreciated.

Reverse Quality

These are the high level of achievement that results to dissatisfaction and the different nature of customers. A case example is whereby some customers like high technology products while others like basic products and tend to be dissatisfied with complex products. Examples are a call center using a lot of complex languages, using a lot of pleasantries, excessive scripts while addressing customers. Also in hotels setting high standards that you cannot meet makes customers not to be satisfied.