An Example of a Kano Analysis
In our Kano Analysis, let’s use an auto repair center to show how this model can help gain top customer satisfaction. Keep in mind a Kano Analysis essentially utilizes Total Quality Management.
Think of the must be part of a Kano Model as elements a customer expects. For example, because we have an auto repair center, certainly an absolute “must be" is to have qualified technicians, tools, and parts to service vehicles. If a customer walked in and saw no automotive repair lifts, technicians or tools, he would not use our auto repair center.
Every service industry does indeed offer a service and would require tools or elements to make that service possible. On a funny note, when I moved from one state to another and didn’t want to cook dinner, I drove to the local Arby’s where I was told right off that they were “out of beef." This essentially led me to another fast food restaurant—meaning their “must be" element was nil.
Because your auto service center does indeed have the qualities a customer expects to see, you would be high on the scale of the must be.
Beyond how well your service center repairs the vehicle or how fast the customer is attended to upon arrival reflects your performance levels. If you constantly have ill repairs that cause customers to return to the auto repair center, you are missing the mark on quality and lasting repairs.
On the other hand, if you can fix vehicles fast and correctly and receive constant referrals, then you are doing a good job on the Kano performance scale.
The delighter scale is perhaps the most essential scale to enhance the must be and the performance in your Kano Analysis.
When a customer returns to pick up the repaired vehicle, do you hand her a bill, collect her money and just let her drive away? Or, do you offer up great smiles and a free lube-oil-filter and thank them for being a valued customer?
The latter is your better option, especially if your goal is to “delight" the customers to guarantee their return. Here, the free lube-oil-filter is unexpected or the delighter.