Kano-methods-for-understanding-customer-defined-qu

FromtheChairmanoftheEditorialBoardPage2DavidWaldenAspecialissueonKano’sMethodsforUnderstandingCustomer-definedQualityI.IntroductiontoKano’sMethodsPage3IIa.DevelopingandAdministeringKanoQuestionnairesPage7IIb.Self-StatedImportanceQuestionnairePage12IIIa.ExperienceintheUseofKano’sMethodsintheSpecificationofBBNRS/1Release5.0Page12IIIb.ObservationoftheUseofKano’sMethodPage15IIIc.ABoseDevelopmentTeam’sExperiencewithKanoMappingPage15IVa.TheDesireforContinuousandGraphicalAnalysisPage17IVb.ThoughtsonGraphicalandContinuousAnalyisPage20Va.TheoreticalParallelsbetweenKano’sandHertzberg’sTheoriesPage23Vb.WordingoftheKanoQuestionnairePage25Vc.TheoreticalIssuesofKano’sMethodsPage28Volume2,Number4Fall1993©Copyright1993,1999TheCenterforQualityofManagement,Inc.Permissiontomakedigitalorhardcopiesofallorpartofthisworkforpersonalorclassroomuseisgrantedwithoutfeeprovidedthatcopiesarenotmadeordistributedforprofitorcommercialadvantageandthatcopiesbearthisnoticeandthefullcitationonthefirstpage.Tocopyotherwise,torepublish,toposttoservers,ortoredistributetolistsrequirespriorspecificpermissionand/orafee.CopyingisbypermissionofTheCenterforQualityofManagement,Inc.•OneAlewifeCenter,Suite450•Cambridge,Massachusetts02140USATelephone:[phone]•Email:[e-mail]ManagementAuthorsretainrightsforre-publicationoftheirarticles.ISSN:1072-5296CENTERFORQUALITYOFMANAGEMENTJOURNAL2Fall1993FromtheChairmanoftheEditorialBoardThisissueisacompendiumdedicatedtotheinstruction,experience,ideas,andtheoriesthathaveevolvedfromusingKano’smethodswithinCQMcompanies.Thispaperhasnosingleauthor.Thematerialinthepa-perwaspulledtogetherfromotherCQMpublications,fromrequestsforexperiencesofKanousers,andfromtheoreticalideasthathavebeencircu-latinginformallywithinthecompanies.Iamgratefultoallwhocontrib-utedtothispaperandtothosethatallowedtheirwritingstobeadaptedforuseinthispaper.Thefollowingindividualshaverefereedpapersin1993:DavidBoger,DennisBuss,IsmaelDambolena,AlanGraham,SteveGraves,PaulHorwitz,LaurieLangone,JeffMayersohn,JosephPosk,AshRao,DianeShen,andRobertWood.Igreatlyappreciatetheirhelp.Ialsowouldliketothankthosewhohelpedwiththeproductionofthejournal:LeneAbel,BarneyGage,JayHowland,TrishMcKinnon,CraigMurphy,MauryRingel,TedWalls,andRobertWood.Fall19933Kano’sMethodsforUnderstandingCustomer-definedQualityAcompendiumofideasandexperiencesfromCharlesBerger,RobertBlauth,DavidBoger,ChristopherBolster,GaryBurchill,WilliamDuMouchel,FredPouliot,ReinhartRichter,AllanRubinoff,DianeShen,MikeTimko,andDavidWaldenUsefulideasforimprovingthewayweuseKano’smethodsarescatteredthroughoutsec-tionsIIthroughV.WehopethatthiscompendiumwillhelpreadersuseKano’smethodsmoresuccessfully—andthattheexperienceandwisdomgainedinsodoingalsocanbesharedthroughtheCQM.I.IntroductiontoKano’sMethods2Inplanningaproductorservice,onemakesalistofpotentialcustomerneedsthattheproductorserviceshouldperhapstrytosatisfy.Goingtoseecurrentandpotentialcustomers(“voice-of-the-customer”visits)isonegoodwaytogetideasforwhatshouldbeonthelistofpotentialcustomerrequirements.Forsimplicity,through-outtherestofthispaperwewillcallthesepoten-tialcustomerrequirementssimply“customerrequirements”or“CRs,”withtheimplicitunder-standingthatonemustinvestigateanyCRlistingreaterdetailtounderstandwhichofthecus-tomerrequirementsneedtobeincludedinthefi-nalproduct(orservice).Manymethodsareavailableforinvestigat-ingthecharacteristicsofcustomerrequire-ments.3Forinstance,onecanaskcustomerstorank-orderthem.TheparticularmethodwewilldiscusshereisbasedontheworkofProfessorNoriakiKanoofTokyoRikaUniversity.ProfessorKanoandhiscolleaguesdevelopedasetofideas4thatwesummarizeasfollows.1.Invisibleideasaboutqualitycanbemadevisible.Customerideasaboutqualityareoftenconfusedanddifficulttoseeclearly,buttheycanbemade1G.Burchill,D.Shen,etal.,ConceptEngineeringManual,CQMDocument7I,September,1992.2Muchofthetextinthissectionisadapted,withpermission,fromShojiShibaetal.,ANewAmericanTQM,Portland,Oregon,1993,ProductivityPressandtheCQM,pp.221-230.3Chapters7to11ofDesignandMarketingofNewProductsbyGlenL.UrbanandJohnR.Hauser,2ndedition,(EnglewoodCliffs,NJ,PrenticeHall,1993)describesmanyothermethodsofinquiringaboutandunderstandingcustomerneeds.4NoriakiKanoetal.,“AttractiveQualityandMust-beQuality,”researchsummaryofapresentationgivenatNipponQCGakka:12thAnnualMeeting(1982),January18,1984.PresentationsgivenatJapaneseSocietyforQualityControlAnnualMeetings,NoriakiKanoandFumioTakahashi,“HimshitsunoM-HSeiNiTsuite”(MotivatorandHygieneFactorinQuality),October1979;NoriakiKano,ShimichiTsuji,NobuhikoSeraku,andFumioTakahashi,“MiryokutekiHimshitsutoAtarimaeHimshitsu(1),(2)”(AttractiveQualityandMust-beQuality[1],[2]),October1982,andpublishedinQuality,JSQC,vol.14,no.2(Tokyo:JapaneseSocietyforQualityControl,1984).TheCenterforQualityManagement(CQM)six-dayintroductoryTQMcoursepresentsseveralconceptsrelatingtounderstandingcustomer-de-finedqualitybasedontheworkofProfessorNoriakiKanoofTokyoRikaUniversityandsev-eralofhiscolleaguesinJapan.TheseconceptshavebecomeembeddedintheC