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Kano Analysis: What Is It?
Kano Analysis is a method of measuring customer satisfaction. Data from customer satisfaction surveys (like the Net Promoter Score) are taken and output to a graph that shows how well a task was performed on the horizontal axis, and the level of customer satisfaction on the vertical axis.
This results in “Delighters” being in the top quadrants, “Satisfiers” through the middle and “Dissatisfiers” in the bottom quadrants.
The three main customer needs that should be met and improved in order to improve your Kano score and constantly “delight” your customers are:
- Expected Needs, that are the basic must have qualities expected in a product.
- Normal Needs, that are the wants of a customer in a product – things that a customer wants and will pay for.
- Exciting Needs, that are the “wow” level qualities of a product, positive surprises and extra touches that create raving fans.
You should be warned that over time, Normal needs become “expected” in the market place, and often Exciting needs become “normal”. You must not remain stagnant if you are to keep delighting your customers.
A company that is continually giving all a customer’s musts or Expected needs, plenty of customer wants or Normal needs, and the best wow factors or Exciting needs is the company that gets ahead and stays ahead in their field.
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