Dr. Noriaki Kano developed an interesting model to address the various ways in which Six Sigma practitioners could prioritize customer needs. The Kano model is a tool that can be used to prioritize the Critical to Quality (CTQ) characteristics. The three categories identified by the Kano model are must be, performance and delighter.
The first step for developing the Kano model is to recognize the quality characteristics, which are called the Voice of the Customer (VOC). Once the Voice of the Customer is understood, an attempt can be made to translate it into quantitative terms known as Critical to Quality (CTQ) characteristics. In the next step, the concepts of Kano model can be applied as the focal point must be customer.
The Kano model is represented through an (x, y) graph. The x-axis represents how well the customer’s outcome(s) or CTQ’s are achieved. The y-axis shows the customer’s level of satisfaction as a result of our level of achievement.
The red line on the Kano model signifies the Must Bes. All the required quality characteristics must be present and met with. The blue line on the Kano model is a representation of Performance; depicts the Voice of the Customer. Therefore, the better we are at meeting these needs, the happier the customer is. The most interesting point of assessment of the Kano model is the Delighter (the green line). The green line represents those qualities that the customer was not expecting, but received as a bonus or by product.
Once the Critical to Quality (CTQ) characteristics have been prioritized, the last step of the Kano model involves an analysis of assessing how well each classification of the model could be satisfied.