Kano Model

Noriaki Kano developed a model to illustrate how customers

perceive quality. The model is based around the level of
achievement compared to the level of customer satisfaction.
Product features are divided into three distinct categories:
1.Must be attributes (Basic): Customers take them for granted
when they are fulfilled; if they are not fulfilled they may become
very dissatisfied.
2.One dimensional attributes (Performance): Result in customer
satisfaction when fulfilled and dissatisfaction when not fulfilled.
Attractive attributes (Excitement): Absence does not cause
dissatisfaction, but achievement can lead to customer delight.
The Kano model describes the relationship between customer
satisfaction and performance of a product or service. This
relationship differs between the three categories.

BASIC QUALITY: The word basic does not mean that it is sub-standard or below par, it means that the
customer does not think (or even care) about the product or service. Even when it fully achieves all
requirements (by fully achieved it means that the product or service is reliable durable and robust for the
pre-determined lifetime) the customer will not speak about basic quality because it is expected. Customers
only mentioned basic quality when it is not there. This manifests itself as Things Gone Wrong (TGW),
warranty, repairs per 1000 (R/1000) and so on; all the negative things that we hear about. There is a risk in
that dealing with the TGW that the product can be over-engineered. Eliminating TGW on basic quality will
not generate Things Gone Right (TGR). At launch phases quick fixes are put into place to mask the effect
of something from the customer. There is not enough time to fully evaluate the solution so a 'better safe
than sorry' attitude is used. These fixes need to be revisited at a later date to ensure that root cause has
been found and eliminated and the fix removed.
PERFORMANCE QUALITY: This is anything that can be objective tested measured and compared to the
competition. Is in basic quality, if you fail to deliver good performance quality then the customer will speak
about it in the form of TGW etc.Unlike basic quality, if you deliver good performance quality then the
customer will speak about it. (TGR). Therefore, in performance quality it is possible to convert TGW into
TGR. If you greatly exceed the customer expectations in performance quality then it can be seen as a
surprise and delight by the customer.
EXCITEMENT QUALITY: This group covers all those items that the customer was not expecting.
Therefore, if you fail to deliver excitement quality you will not get TGW as the customer will not know, but
you will have also missed an opportunity to maximise customer satisfaction. Ideally the excitement will
come from something that is new to the customer. As the customer has no frame of reference, you do dot
have to completely achieve everything to maximise satisfaction.
As competitors look at your products and services then they will start to
offer the things that you have offered under excitement quality. Now the
customer has things to compare so the slide towards performance
quality has begun. Over time as more and more companies offer the
same thing and customer awareness grows the excitement qualities of
today will migrate down to basic; the customer will expect it.
Further Information
Chuan Tan, K., Xie, M., and Shen, X.X., (1999), Development of
Innovative Products Using Kanos Model and Quality Function
Deployment, International Journal of Innovation Management, Vol. 3,
No. 3, pp. 271-286

TRANSFORMING CAPABILITY SUPPORT MATERIALS

LEADING VISION CREATION

Kano Model

Instructions

The template below may be used to record the basic, performance and excitement attributes for
your organisations products and service.

Kano Model Template

TRANSFORMING CAPABILITY SUPPORT MATERIALS

LEADING VISION CREATION