What is the Kano Model? – Lean Customer Satisfaction Improvement – Sidney, Perth

Lean Process Improvement Training Course in Sidney, Perth from pdtraining
Use Lean Six Sigma to improve processes

When you attend a Lean Process Improvement Training Course offered by pdtraining in Sidney, Perth, etc., you will learn about business process and manufacturing improvements like the Kano model.

The Kano model is a theory of product development and customer satisfaction. When introduced in the 80’s the model challenged traditional Customer Satisfaction Models that More is better, i.e. the more you perform on each service attribute the more satisfied the customers will be.

The Kano model assumes that every customer has a unique preference, and that a product has attributes that have different values to different customers.

Basic Characteristics

Kano categorises the attributes of a product into three classes:

  1. Must-be attributes: Represents basic musts or functions expected of a product or service. When present they are neutral, when absent they dissatisfy consumers.
  2. Performance attributes: Directly linked to voiced demands of customers. Relative to quality and their willingness to pay. Enhances satisfaction.
  3. Surprise and delight factors: These factors excite the customer and satisfy a latent need. Their presence increases satisfaction, their absence does not decrease it. Source of differentiation.


To identify the “satisfiers” customers are looking for, there is a number of ways to gather data:

  • Competitive Analysis
  • Interviews, Surveys
  • Search Logs
  • Usability Testing
  • Customer Forums


To seek business opportunities and areas of improvement there are a number of resources available including:

  • Field Research
  • Marketing/Branding Vision
  • Industrial Design
  • Packaging
  • Call Center Data
  • Site Logs

From the input gathered, brainstorm a list of features and functionality for the product you intend to improve.

Applying the Kano Model

The Kano classification process is straight forward and simple:

  • Identify the Voice of the Customer

Analyse and rank the voice of the customer.

Then rank into categories called Critical to Quality Characteristics (CTQs):

  • Dissatisfied – Must be – Cost of Entry
  • Satisfier – More is better – Competitive
  • Delighter – Latent Need – Differentiator
  • Evaluate Current Performance

Related Article…

Pdtraining delivers 1000’s of professional development courses each year in Brisbane, Sydney, Parramatta, Melbourne, Adelaide, Canberra and Perth, so you can be assured your training will be delivered by a qualified and experienced trainer.

All public Lean Process Improvement Training courses include am/pm tea, lunch, printed courseware and a certificate of completion.  Customised courses are available upon request so please contact pdtraining on 1300 121 400 to learn more.