The Kano Model is a simple yet, effective Six Sigma tool that allows you to focus on what is of real value to your customer

1. An excellent example of a quot;Delighterquot; from our recent family vacation in
Florida.

2. Kano Model of Quality
SATISFACTION
FULLY
NEUTRAL
ABSENT
IMPLEMENTED
DISSATISFACTION

3. Kano Model of Quality
SATISFACTION
‘MUST HAVES’ are unlikely to make the customer happy
at any level of performance, while its absence would be
immediately noticed and cause grave dissatisfaction
FULLY
NEUTRAL
ABSENT
IMPLEMENTED
MUST HAVES
(expected and
unspoken)
DISSATISFACTION

4. Kano Model of Quality
SATISFACTION
EXCITEMENT
rs
e
fi
tis
Sa
FULLY
NEUTRAL
ABSENT
IMPLEMENTED
‘Satisfiers’ the customer can be either pleased or
displeased by it and the more of it there is the happier
DISSATISFACTION
the customer

5. Kano Model of Quality
SATISFACTION
EXCITEMENT
DELIGHTERS
(unexpected and
unspoken)
FULLY
NEUTRAL
ABSENT
IMPLEMENTED
‘DELIGHTERS’ its absence will not displease the
customer, but if it is available it delights the customer
DISSATISFACTION

6. Kano Model of Quality
SATISFACTION
EXCITEMENT
3 rs
e 2
fi
DELIGHTERS
tis
(unexpected and
Sa
unspoken)
FULLY
NEUTRAL
ABSENT
IMPLEMENTED
1
Take care of your
MUST HAVES
customers’
(expected and
unspoken)
expectations in
sequence from
expected to
DISSATISFACTION
normal to exciting!

7. Discussion
How would you use the Kano
model?

8. Learning Points – Kano Model
All customer requirements are not
the same
Items that are Delighters gradually
become basic requirements
The model can be used to focus
attention on what is of value to the
customer