Module 3

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Questions and Answers

What is the Kano Model?

A model for measuring customer satisfaction through touch points and interactions
A model for defining customer value and expectations
A model for evaluating customer journey experiences
A model developed by Noriaki Kano, an economist and quality management consultant (correct)

How is customer satisfaction defined?

As the number of customers whose reported experience with a firm, its products, or its services exceeds specified satisfaction goals (correct)
As the level of delight experienced by customers during their journey with a firm
As the measure of how products and services supplied meet or surpass customer expectations
As the percentage of total customers who interact with a firm's products or services

What defines value according to the text?

The number of touch points in a customer journey
The percentage of customers whose experience exceeds specified satisfaction goals
The customer's experience of the firm's process and interactions (correct)
The level of satisfaction reported by customers

What is the key to delighting customers based on the text?

Removing the 'suck' and adding delight (A) Signup and view all the answers

What is the purpose of completing the Gemba Walk checklist?

To go and see the Process in the Gemba (C) Signup and view all the answers

What is the purpose of plotting Customer Expectations on a Kano Graph?

To analyze the impact of gaps between Customer Expectations and Experience (C) Signup and view all the answers

What is the purpose of using a 6P Fishbone for each critical issue?

To analyze the process and identify the Root Causes (A) Signup and view all the answers

What is the purpose of asking 5 Whys to determine Root Causes?

To focus on system/management/processes (B) Signup and view all the answers

What is the purpose of selecting Kano Must-haves, Should-haves and Wow Factors?

To improve the process and customer experience (A) Signup and view all the answers

What is the purpose of developing implementation plans for improved state VIMs?

To normalize the process and sustain the improvements (C) Signup and view all the answers

What is the purpose of creating implementation plans for Quick Hits and Gems?

To initiate Gems, Quick Hits, critical Kano factors (D) Signup and view all the answers

What is the purpose of identifying ROI for Short/Long term Improved States?

To strive for maximum implementation (B) Signup and view all the answers

What types of customer needs does the Kano model categorize attributes into?

Basic/must-haves, performance/should-haves, and exciters/could-haves (C) Signup and view all the answers

What is emphasized as a means of adding new value to the customer experience in the Kano model?

Value innovation (B) Signup and view all the answers

What is Voice of the Customer (VOC) used for in the Kano model?

Identify true drivers of customer satisfaction and define process needs and quality perception (A) Signup and view all the answers

What does the Kano model classify product attributes based on?

Customer perception and their effect on satisfaction (B) Signup and view all the answers

What is the primary focus of the Kano model?

Understanding and meeting customer expectations to drive satisfaction and innovation (D) Signup and view all the answers

How many types of customer needs are identified in the Kano model?

Three (B) Signup and view all the answers

What is the Kano model useful for?

Identifying customer needs, determining functional requirements, and guiding design decisions (D) Signup and view all the answers

What does the Kano model distinguish between in relation to customer quality and satisfaction?

Essential and differentiating attributes (C) Signup and view all the answers

What does the Kano model categorize attributes into?

Delight, performance payoff, excitement generators, basic expectations, and frustration (D) Signup and view all the answers

What is highlighted in the Kano model as a means of adding new value to the customer experience?

Value innovation (B) Signup and view all the answers

What is used to identify true drivers of customer satisfaction in the Kano model?

Voice of the Customer (VOC) (C) Signup and view all the answers

What is the overall emphasis in the Kano model?

Understanding and meeting customer expectations to drive satisfaction and innovation (B) Signup and view all the answers

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Study Notes

Customer Satisfaction and Kano Model

The Kano model is a customer satisfaction model developed by a specific individual.
The model distinguishes between essential and differentiating attributes related to customer quality and satisfaction.
It classifies product attributes based on customer perception and their effect on satisfaction.
It is useful for identifying customer needs, determining functional requirements, and guiding design decisions.
There are three types of customer needs: basic/must-haves, performance/should-haves, and exciters/could-haves.
The model categorizes attributes into delight, performance payoff, excitement generators, basic expectations, and frustration.
Value innovation is emphasized as a means of adding new value to the customer experience.
Voice of the Customer (VOC) is used to identify true drivers of customer satisfaction and define process needs and quality perception.
There is a specific example of VOC analysis related to flights and customer expectations.
The text emphasizes the importance of understanding real customer needs and aligning internal stakeholders' viewpoints with customer priorities.
The process of mapping the customer experience and identifying touchpoints is highlighted.
The overall emphasis is on understanding and meeting customer expectations to drive satisfaction and innovation.