Whether you are developing a groundbreaking new product to sell to customers or you are driving changes within an existing business process, the key to success is to know your stakeholder by clearly identifying their needs and what you can deliver.
Kano Analysis is a tool that was developed by a Japanese researcher, Noritaki Kano. It is founded on the principle of showing the relationship between customer satisfaction and quality.
Kano Analysis is straight forward to apply. Use the data available from customer / stakeholder feedback (Voice of the Customer) to brainstorm the needs and then classify them into the following three buckets: Must Haves, More is Better and Delighters.
A happy customer is a loyal customer. Make sure your product or service meets all the Basic Needs (Must Haves) identified by your customer. Performance Needs (More is Better) will deliver further added value to your customer and convert them into an advocate for your product or service. Providing one or two Excitement Needs (Delighters) will ultimately create hype about your product or service and will distinguish you from your competition.
Kano Analysis is an effective tool when driving process improvements, particularly through a structured methodology such as Lean and Six Sigma. Project Teams brainstorm the data captured through the Voice of the Customer Analysis and use Kano Analysis to identify improvement opportunities. The tool supports buy-in and sponsorship of a project and fits nicely as a feed into the Project Charter document (shown below).
Have a go at performing Kano Analysis with your team and see what opportunities you can identify, then have a serious think about what you currently provide to your customer or stakeholder. See a gap?! Good luck with your new opportunity for improvement.
Project Charter Example (blank templates available also)