What is Kano analysis?

Kano analysis is a tool for understanding customer satisfaction. It was developed by Noriaki Kano in the 1980s. Kano analysis classifies customer requirements into five categories:

• Basic requirements: These are the minimum requirements that customers expect from a product or service. If these requirements are not met, customers will be dissatisfied.
• Performance requirements: These are the requirements that customers want to be met, but they are not essential. If these requirements are met, customers will be satisfied. However, if they are not met, customers will not be dissatisfied.
• Excitement requirements: These are the requirements that customers do not expect, but they are delighted when they are met. If these requirements are not met, customers will not be dissatisfied. However, if they are met, customers will be very satisfied.
• Indifferent requirements: These are the requirements that customers do not care about. If these requirements are met, customers will not be satisfied. However, if they are not met, customers will not be dissatisfied either.
• Reverse requirements: These are the requirements that customers do not want. If these requirements are met, customers will be dissatisfied. However, if they are not met, customers will not be dissatisfied.

Kano analysis can be used to improve customer satisfaction by identifying the requirements that are most important to customers and focusing on meeting those requirements. It can also be used to identify the requirements that are least important to customers and focus on reducing costs or improving efficiency in those areas.

Kano analysis is a valuable tool for understanding customer satisfaction and improving product or service quality. It is a relatively simple tool to use and it can be applied to a wide variety of products and services.