Kano Analysis and CTQ

voice of the customer (VOC)

stated and unstated needs and requirements of the customer

Kano method

• developed by Noriaki Kano
• uses VOC data show relationship between customer satisfaction and quality/product attributes
• three levels of quality
  • basic
  • expected
  • exciting

categories of customer requirements

dissatisfiers

expectations which must be met to avoid customer dissatisfaction

only noticed when absent, so seldom mentioned when asking customers what they want

satisfiers

extra touches that can be lived without but are nice

mentioned as important features by customers

delighters

unexpected attributes that exceed expectations

seldom told about, customers may not be aware of the need for them

steps of Kano analysis

1. gather requirements
2. categorize into dissatisfiers, satisfiers, and delighters
3. map each category on Kano Diagram
   • used to visualize customer satisfaction return on investment
   • See attached example
   • upper arrow shows implementation of delighters, middle arrow show implementation of satisfiers, lower arrow shows implementation of dissatisfiers
4. take action
   deal with dissatisfiers first

Critical to Quality (CTQ) analysis

• translate customer desires into specific measurable needs
• customer needs groupings
  • critical to quality (CTQ)
  • critical to delivery (CTD)
  • critical to cost (CTC)
• usually used near start of project
• identifies vital product features; feads into Quality Function Deployment (QFD) and House of Quality (HOQ) matrix tools

creating a CTQ tree

1. identify customer
2. identify customer need, in broad terms
3. identify basic requirements
   two or three broad items
4. progress to more levels
   repeat break down of requirement into tow or three items until all items are quantifiable
5. validate requirements with customer

Critical to Quality (CTQ) tree