Editor's Introduction: When it comes to kano models, everyone will certainly be familiar with it. In 1979, Noriaki Kano, a professor at Tokyo Institute of Technology, proposed a qualitative tool for classifying and sorting user needs, dividing customer preferences into five categories: essential needs, desired needs, attractive needs, undifferentiated needs, and reverse needs. Today, the author of this article analyzes the needs of WeChat functions through the KANO model.
In 1979, Noriaki Kano proposed the innovative insight of Attractive Quality, which combines the fullness of quality elements with customer satisfaction, and systematically translates customer needs into product design and use.
Noriaki Kano| Source agilityiq
<h1 toutiao-origin="h2" >, why use KANO analysis? </h1>
It can clarify the distinction of quality elements according to the type of quality level expected by customers, and is a "clear line" technique that can be used to assess the relative importance of various customer needs.
It can also help determine if there is a need for:
The customer (or unable) does not have a clearly stated need (potential demand);
An element that is already available in the previous product and that the customer still considers valuable (desired demand).
Help build a customer voice (VOC) data collection plan.
<h1 toutiao-origin="h2" > second, purpose and benefit</h1>
Understanding what customers say about the characteristics of the products or services offered can reduce the following risks:
Offer a product or service that places too much emphasis on a feature that the customer perceives as unimportant.
The products or services offered miss the key quality characteristics that customers expect.
< h1 toutiao-origin="h2" > third, the timing of USANO analysis</h1>
Use after questionnaires or interviews to confirm that customer requirements can indeed be built on Quality Characteristics (CTQs), i.e. which affect customer satisfaction.
< h1 toutiao-origin="h2" > four stages of quality development</h1>
KANO divides the development of quality into 3 stages, including:
Stage 1: Quality Control (QC) Stage → The quality of this stage is to meet the basic needs of customers, emphasizing producer-oriented "specification standards", and then developing into customer-oriented "applicable standards".
Stage 2: Quality Management (QM) Stage → The quality of this stage is to meet the visible or required needs of customers, emphasizing the consideration of customer requirements to promote "customer satisfaction" (CS).
Stage 3: Attractive Quality Creation (AQC) Stage → This stage is Kano's argument that the quality of this stage is to meet the latent requirements of customers, emphasize product improvement, differentiation and innovation, and develop new products or services that attract customers to exceed unexpected New Quality. Customer Delight is the trend that should be developed today's quality and the trend of the future.
< h1 toutiao-origin="h2" > five, quality factors</h1>
According to the impact on customer satisfaction, the quality factors are divided into 5 categories:
<h2 toutiao-origin="h3" >1</h2>
The customer believes that such basic needs must exist, which are the basic characteristics, functions and conditions of the product. If these elements are not present, customers will be dissatisfied, often complaining, and unable to accept the product. If these elements are present, customers will take it for granted, for example: necessities of daily life.
Of course, the quality element | self-restraint
2. One-dimensional Quality Element
Customers believe that the more these quality elements, the better, generally the specifications and characteristics expected by customers, or the functions required by customers, which will affect the customer's choice of products.
If these elements are too few, customers will be dissatisfied, if there are more these elements, the more customers will like, customer satisfaction will increase, but customer satisfaction is a linear growth, such as functional products.
Linear quality element | self-restraint
3. Attractive Quality Element
Customers believe that these quality elements exist because customers can be excited or happy, are beyond the specifications and characteristics expected by customers, or the potential needs of customers, which can greatly enhance the added value of customers to enjoy the product.
Potential elements of quality demand often require product designers to proactively discover them, and if they don't exist, customers won't feel it, but they won't be disappointed. If there is, customers will behave as very liked, and customer satisfaction will increase significantly, such as: digital cameras, mobile phone fast transmission and other breakthrough features or products.
The charm quality element | self-restraint
4. Indifferent Quality Element
The customer thinks that the existence of these elements will not make the customer feel anything, and the customer will only have a neutral position and think that it should be taken for granted. If these elements are not present, the customer will not feel it.
| of undifferentiated quality elements self-restraint
<h2 toutiao-origin="h3" >5</h2>
Customers think that the existence of these elements will make customers very dissatisfied, for the specifications and characteristics that customers do not like, the more these elements, the more customers do not like. If these reverse qualities do not exist, customers will act as if they like, don't feel, or take it for granted.
Reverse quality element | self-restraint
<h1 toutiao-origin="h2" >6, KANO Model application</h1>
Quality element map | self-restraint
KANO Model can use questionnaires to segment customer needs by asking customers through a "question combination of forward and reverse options":
(1) Like it (2) Take it for granted (3) Don't feel it (4) Helpless (5) Don't like it (6) Other
By using KANO's "Configuration Element Correspondence Table for Forward and Reverse Options", the results obtained by the problem are analyzed and the quality factors corresponding to the customer's needs are classified.
The configuration features for the forward and reverse options correspond to the table | self-restraint
To give you one 🌰:
Forward option: The seat of the bus has a massage function
Reverse option: The seat of the bus does not have a massage function
👇👇👇
Forward option: The customer replied that → (1) Liked it
Reverse option: The customer replies → (3) No feeling
👇👇
Check the table of configuration elements for the KANO forward and reverse options
This function belongs to the characteristics of "charm quality"! Results of the corresponding collation:
Collation results are | against a table self-restraint
<h1 toutiao-origin="h2" >7, customer demand classification</h1>
The customer demand classification table | self-restraint
<h1 toutiao-origin="h2" >8</h1>
After sufficient questionnaires and relevant data are collected, the customer's opinions can be categorized and the number of results can be accumulated by converting the quality element comparison table of the KANO forward and reverse options.
Decide on the characteristics and functions of a product or service, which type of customer needs belong?
Can I compare the size of (M+O+A) with (I+R+Q)?
<h1 toutiao-origin="h2" >9</h1>
If (M+O+A) > (I+R+Q) → the customer's needs are the quality factors of Max{M,O,A}
If (M+O+A) < (I+R+Q) → then the customer's needs are the quality elements of Max{I,R,Q}
For example, a questionnaire survey on the massage function of the bus seat was conducted, and a 🌰 total of 630 valid questionnaires were collected, and the results were distributed as follows:
M:50 O:100 A:300 I:150 R:25 Q:5
Compare the size of (M+O+A) with (I+R+Q)?
(M+O+A)=50+100+300=450
(I+R+Q)=150+25+5=180
450 > 180 → (M+O+A)>(I+R+Q)
Therefore, the customer's needs belong to the quality element of Max{M,O,A}=A (attractive quality).
< h1 toutiao-origin="h2" >0, customer satisfaction coefficient</h1>
<h2 toutiao-origin="h3" >1. Customer satisfaction factor (when there is a way to achieve it).</h2>
(A+O)/(A+O+M+I)
The coefficient value will be between 0 and 1, and the closer to 1 means the higher the customer satisfaction
<h2 toutiao-origin="h3" >2. Customer dissatisfaction coefficient (when there is no way to achieve it).</h2>
-(O+M)/(A+O+M+I)
The coefficient value will be between 0 and -1, and the closer to -1 means the higher the customer dissatisfaction
The following is an example of the questionnaire citing papers: Tu Haili, & Tang Xiaobo. (2015). KANO model analysis of WeChat functional requirements. Journal of Intelligence, (2015-05), 174-179.
<h1 toutiao-origin="h2" >11. Examples - Taking WeChat function requirements as an example</h1>
Research question: Taking the WeChat function as an example, the WeChat App product function requirements survey was conducted, and the questionnaire design was carried out using the KANO Model.
<h2 toutiao-origin="h3" >1</h2>
Note: In the actual survey, it was found that the product has a certain function, most people will not express "dislike" or "helpless", "no matter" is basically the attitude of the offline; in addition, in the process of research can improve the efficiency of users filling in the form, so in the option settings are set forward and reverse are set 3 options.
Questionnaire
<h2 toutiao-origin="h3" >2. Table of quality elements corresponding to the forward and reverse options of KANO</h2>
Questionnaire | self-restraint
Note: Depending on the options for the questionnaire design, the results of the survey will fall in the area selected in the red box.
<h2 toutiao-origin="h3" >3</h2>
The questionnaire was distributed to recover 66 valid questionnaires, the collected questionnaire data was aggregated, and the Better & Worse coefficient was calculated:
Description: 66 valid questionnaires cleared data for all selected "Like" and all selected "Dislike".
Better & Worse coefficient table | self-restraint
Note: The red box indicates the average number greater than the increased satisfaction indicator and less than the elimination of the dissatisfaction indicator.
<h2 toutiao-origin="h3" >4</h2>
When you pay attention to the benchmark-worse coefficient, you can find that "Q5-sweep", "Q14-web weChat", "Q15-wallet" are all elements with high better and worse values (greater than the average). WeChat can strengthen these functions, not only to eliminate user dissatisfaction, but also to improve the user's satisfaction level.
When prioritizing functions, the main reference is: of course, quality > linear quality> charm quality> basic order of undifferentiated quality. Combined with the results of this survey, the following suggestions are given for combining with functions:
Linear quality function points are of great significance to the tool, and it is recommended to prioritize development or enhancement;
Charm quality function points, it is recommended to give priority to the functions with higher better value, which will achieve the effect of doubling the results with half the effort;
Undifferentiated quality can be an opportunity for cost savings.
<h2 toutiao-origin="h3" >5</h2>
KANO data visualization | self-restraint
Okay, you can actually combine other needs or multi-objective decision analysis methods to make scientific decisions from more dimensions. The questionnaires, data sheets, charts and analysis tables in the article have been sorted out, if you need it, you can send me "KANO WeChat case + your mailbox", and I will send you a letter.
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