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Kano Model & Critical-to-quality Tree

Developed in the 80's by Professorunexpected by customers and can be
Noriaki Kano, the Kano model is based ondifficult to establish as needs during
the concepts of customer quality andinitial design. They are sometimes
provides a simple ranking scheme whichcalled unknown or latent needs.
distinguishes between essential andNext, we organize customer needs into a
differentiating attributes. The model isCritical-To-Quality tree
a powerful way of visualizing productThe purpose of Critical-To-Quality trees
characteristics and stimulating debateis to convert customer needs/wants to
within the design team. Kano alsomeasurable requirements for the business
produced a rigorous methodology forto implement.
mapping consumer responses into theFor example: A retail merchant was
model.receiving a significant number of
Product characteristics can becomplaints regarding their homeowner
classified as:warranty policies from their customers.
Threshold / Basic attributes -By analyzing customer survey data and
Attributes which must be present indeveloping the CTQ tree, the business
order for the product to be successful,was able to identify
and can be viewed as a 'price of entry'.critical-to-satisfaction requirements.
However, the customer will remainThese requirements became the focus for
neutral towards the product even withimproving customer satisfaction. The
improved execution of these thresholdbusiness eliminated mandatory warranty
and basic attributes.visits and made all warranty visits
One dimensional attributes (Performanceoptional. Eliminating mandatory visits
Linear) - These characteristics aresatisfied the customers who thought
directly correlated to customerthere were too many visits and adding an
satisfaction. Increased functionality orextra optional visit satisfied customers
quality of execution will result inwho thought there were too few visits.
increased customer satisfaction.Expanding the time frame for scheduling
Conversely, decreased functionalitywarranty visits from two weeks to three
results in greater dissatisfaction.months eliminated the inconvenience for
Product price is often related to thesecustomers who had busy schedules and
attributes.found the time frame difficult to
Attractive attributes (Exciters /manage.
Delighters) - Customers receive greatThe business took a general,
satisfaction from a feature and aredifficult-to-measure need (to improve
willing to pay a price premium. However,homeowner warranty satisfaction) and
satisfaction will not decrease (belowdeveloped specific, measurable, and
neutral) if the product lacks theactionable requirements to drive
feature. These features are oftenimprovements in customer satisfaction.



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