The Kano Analysis_ Customer Needs Are Ever Changing council tax and housing benefit

I will be the first to admit that I still have a few cases of 8-track tapes. For those too young to know what 8-track tapes are, please ask your parents. As a customer who purchased a lot of music, my needs were simple. I wanted clearer sound and something smaller to store. The music industry responded and introduced the cassette. The cassette was indeed smaller. It did not fade out and then back in with that annoying “click” that my 8-track tapes used to have. I was pleased with my cassette collection. Then suddenly, the music industry introduced something called a CD – a compact disc. The CD offered better clarity, more storage capacity and the ability to jump to specific songs, or shuffle the order of their play. Best of all, one never had to rewind!

The point is simple. As a customer, my needs changed. In the move to cds, I did not realize my needs had changed but the music industry, through research, keeping up with the competition and advances in technology, delighted me with new product offerings.Council tax and housing benefit even today as my cds are dust covered because I only utilize my ipod, new advances in music technology are being made to further address music customer needs. The kano analysis

How does a company analyze customer needs? How can it easily determine what delights customers or what their basic needs are? One powerful technique to address these questions has been developed by professor noriaki kano of tokyo rika university, and his colleagues. This is kano’s theory: for some customer requirements, customer satisfaction is proportional to the extent to which the product or service is fully functional.

Dissatisfiers or basic needs – expected features or characteristics of a product or service (legible forms, correctly spelled name, basic functionality). These needs are typically “unspoken.” if these needs are not fulfilled, the customer will be extremely dissatisfied.Council tax and housing benefit an example of an “unspoken” need when staying at a hotel is cleanliness. This includes a clean bathroom, clean linens and a pleasant, fresh aroma in the air. When a person books a reservation at a hotel, they do not request a clean room. They expect it. If this basic need is not met, they will be extremely dissatisfied.

Satisfiers or performance needs – standard characteristics that increase or decrease satisfaction by their degree (cost/price, ease of use, speed). These needs are typically “spoken.” using the hotel example again, “spoken” needs could be internet access, a room away from the elevators, a non-smoking room, the corporate rate, etc.

Delighters or excitement needs – unexpected features or characteristics that impress customers and earn the company “extra credit.” these needs also are typically “unspoken.” think of the doubletree hotels.Council tax and housing benefit those who stay there are delighted by a freshly baked, chocolate chip cookie delivered to their room during turn-down service.

First – it’s not the case of customer needs that are changing as much as who wouldn’t be delighted if they got more than they asked for. Wouldn’t you be delighted if you got two scoops of ice cream when you paid for one? Its human nature to want more even when I don’t know what I want more of. Just give me more and i will tell you if I am delighted or disappointed. LOL

Second, I would submit that much of the consumer product features that delight consumers were developed or invented through scientific research labs and initially directed towards military or noncommerical applications. Only years later are these made available for consumer product applications.

Yes, I would be beyond delighted if I could teleport myself to a vacation destination instead of using a not so delightful airline flight.Council tax and housing benefit but such a delightful feature is unlikely in my lifetime and even when scientists do figure it out, guess who would get first dibs at it?