Information Technology Reference
In-Depth Information
Excitement
Excitement
Excitement
Excitement
Quality
Excitement
Quality
Excitement
Quality
Performance
Quality
Performance
Quality
Performance
Quality
Quality
Performance
Performance
“Wow!”
“Wow!”
“Wow!”
“Wow!”
“Wow!”
“Wow!”
Degree of
Achievement
Degree of
Achievement
Achievement
Achievement
Basic
Quality
Basic
Quality
Basic
Quality
Basic
Quality
Unspoken Wants
Unspoken Wants
Unspoken Wants
Unspoken Wants
FIGURE 12.7
Kano model.
expectations is a vital step for the development of Six Sigma level software the cus-
tomer will buy in preference to those of the competitors. Noriaki Kano, a Japanese
consultant, has developed a model relating design characteristics to customer sat-
isfaction (Cohen, 1995). This model (see Figure 12.7) divides characteristics into
categories, each of which affects customers differently—dissatifiers, satisfiers, and
delighters.
“Dissatisfiers” also are known as basic, “must-be,” or expected attributes and can
be defined as a characteristic that a customer takes for granted and causes dissatisfac-
tion when it is missing. “Satisfiers” are known as performance, one-dimensional, or
straight-line characteristics and are defined as something the customer wants and ex-
pects; the more, the better. “Delighters” are features that exceed competitive offerings
in creating unexpected, pleasant surprises. Not all customer satisfaction attributes are
equal from an importance standpoint. Some are more important to customers than
others in subtly different ways. For example, dissatisfiers may not matter when they
are met but may subtract from overall design satisfaction when they are not delivered.
When customers interact with the DFSS team, delighters are often surfaced that
would not have been independently conceived. Another source of delighters may
emerge from team creativity, as some features have the unintended result of becoming
delighters in the eyes of customers. Any software design feature that fills a latent or
hidden need is a delighter and, with time, becomes a want. A good example of
this is the remote controls first introduced with televisions. Early on, these were
differentiating delighters; today they are common features with televisions, radios,
and even automobile ignitions and door locks. Today, if you received a package
without installation instructions, then it would be a dissatisfier. Delighters can be
sought in areas of weakness and competitor benchmarking as well as technical,
social, and strategic innovation.
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