Question

Explain the segmentation of customer requirements suggested in the Kano model. How organizations can determine these customer requirements, and how they can use the Kano model to enrich their philosophy and approach toward quality?

Answer 1

As per the Kano model of customer satisfaction, the customer requirements can be segmented into three parts- must-be requirements, one-dimensional requirements, and attractive requirements. These are explained below,

1) Must-be requirements: These requirements serve the basic purpose of customers and if these are remain unmet, then the customers will be extremely dissatisfied and unhappy. These features are very fundamental in nature and the customers only get aware about them when they are missing, For example, the air bags in vehicles are very crucial for the safety of the customers, so it is categorized as must-be requirements. Similarly, the courtesy of staff in a service providing firm is also a must-be requirement.

2) One-dimensional requirements: Customers are aware about these requirements and are very clear about it. As far as these requirements are concerned, it can enhance customer satisfaction depending upon the level of the needs. For example, the customer waiting time at hospital or the fuel consumption of a car can be one-dimensional requirement.

3) Attractive requirement: These are benefits that the customers do not expect in general from a product or service. These features of a product help in differentiating the products/ services of a company from that of the competitors. A small increase in these additional features offered to the customers can provide enormous benefits to a company.     

Organizations can determine these customer requirements by identifying the voice of customer. For this, they can use several techniques like interviews, surveys, observations, focus group technique, etc. Information collected with the help of these methods will be used to identify the must-be, one-dimensional, and attractive requirements.

With the help of Kano model, the companies would be able to identify the features of their products/services that are desirable, satisfying, and delighting. Hence, the company can develop their products/ services accordingly and can create superior value for the customers. This would also help the organizations to enrich their philosophy and approach towards quality by understanding the features that creates customer value and offering them the same.