Modelo Kano | Modelo de Satisfacción del Cliente de Kano

Centro de Conocimiento

¿Qué es el modelo de la satisfacción del cliente? Explicación

El modelo de la satisfacción del cliente de N. Kano es la Gestión de calidad y una técnica de comercialización que se puede utilizar para medir la satisfacción del cliente.

El modelo de Kano de satisfacción de cliente distingue seis categorías de las cualidades de la calidad, de las cuales las tres primeras tienen influencia sobre la satisfacción del cliente:

1. Factores básicos. (Insatisfactores. Obligatorio.) - son los requisitos mínimos que causarán el descontento del cliente si no se satisfacen, pero que no causan la satisfacción de cliente si se satisfacen (o se exceden). El cliente mira éstos como requisitos previos y toma éstos por descontados. Los factores básicos establecen una entrada “umbral” o mínima para atender al mercado.
2. Factores de entusiasmo. (Satisfactores. Atractivos.) - son los factores que aumentan la satisfacción de cliente si son entregados pero no causan el descontento si no se entregan. Estos factores sorprenden al cliente y generan “placer”. Usando estos factores, una compañía puede realmente distinguirse de sus competidores de una manera positiva.
3. Factores del desempeño. Los factores que causan la satisfacción, si el desempeño es alto, y causan el descontento si el desempeño es bajo. Aquí, la satisfacción del funcionamiento promedio de la cualidad es lineal y simétrico. Estos factores están conectados típicamente directamente con las necesidades explícitas de los clientes y los deseos y una compañía deben intentar ser competitivos aquí.

Las tres cualidades adicionales que Kano menciona son:

4. Cualidades indiferentes. El cliente no le presta atención a estas características.
5. Cualidades cuestionables. No es claro si esta cualidad es espera por el cliente.
6. Cualidades inversas. Esta característica de producto, a la inversa, era la esperada por el cliente.
    

Origen del modelo de la satisfacción del cliente. Historia

El acercamiento hacia el análisis de la satisfacción de cliente primero fue publicado en un artículo por Kano, N. SERAKU, N., TAKAHASHI, F. y TSUJI, "Calidades atractivas y calidad obligatoria", Hinshitsu (Quality, the Journal of Japanese Society for Quality Control), 14 de S. (1984), pp. 39-48.

Uso del Modelo de Satisfacción del Cliente. Aplicaciones

Además de la gestión de la calidad y del uso obvio de la comercialización, Kurt Matzler, Matthias Fuchs y Astrid Schubert se preguntan en su artículo "Satisfacción del Empleado: Es aplicable el modelo de Kano?” (Total Quality Management & Business Excellence, noviembre-diciembre 2004) si el modelo de Kano  de factores de satisfacción del cliente es también relevante para describir la satisfacción del empleado. Puesto que los empleados pueden ser percibidos como clientes internos. Alcanzan la conclusión que la teoría de Kano es de hecho usable para el análisis interno de los clientes también.

Pasos en el Modelo de Satisfacción del Cliente. Proceso

Kano desarrolló un cuestionario para identificar los factores básicos, de desempeño y de entusiasmo, así como los otros tres factores adicionales.

1. Para cada característica de producto se formulan un par de las preguntas las cuales el cliente puede contestar en una de cinco diferentes maneras.
2. La primera pregunta se refiere a la reacción del cliente sobre si el producto presenta esa característica (pregunta funcional);
3. La segunda pregunta se refiere a la reacción del cliente sobre si el producto no muestra esta característica (pregunta disfuncional).
4. Combinando las respuestas todas las cualidades, se pueden clasificar dentro de los seis factores.

Foro Discusiones en el Foro sobre Satisfacción del Cliente. A continuación puede hacer una pregunta sobre este tema, compartir sus experiencias, informar un nuevo desarrollo o explicar algo. Kano se anticipó a su época Kano se anticipó a su época. Por mucho tiempo y hasta no hace tanto el lema era la satisfacción del cliente. Hoy, un cliente satisfecho espera más; hay que sorprenderlo y deleitarlo.... 12   1 comentarios 🔥 Artículo Original de Kano He estado haciendo una búsqueda del artículo original de Kano et al., pero parece que la revista dejó de publicar cosas en su página en el año 2001, y no he visto referencias más recientes. Me intere... 3   What Customers Truly Value? 30 Elements (Bain) Marketers have generally spent much time and effort on the pricing side of the value equation (marketing mix), because it is the easier part. Given the psychological complexity and analytical difficul... 33   8 comentarios What is (Customer) Utility? Meaning WHAT IS UTILITY? Suppose you have eaten a pizza and a burger. Which one satisfied you the most? Probably we can express our fondness toward one item but we are not able to express the likeness towar... 10   11 comentarios Sensemaking: What are your Customers' Needs? Really? Customer Behavior Approaches There are many approaches towards analyzing customer needs, customer satisfaction, customer behavior and customer experiences. They range from market data analysis and co... 8   13 comentarios Software for Measuring Customer Satisfaction What kind of software do you require to work on a CSM survey using Kano's model?... 7   Assumptions of the Kano Model Note that the model by Kano is aimed at finding the average appreciation of certain quality factors in a representative group at a moment in time when the questionnaires are collected. There could be... 7   C-U-S-T-O-M-E-R Service Dynamics in the New Economy In the present economy, organizations must conform to the increased standards of customer service. The consumer’s voice is loud and clear; they are exercising their rights, scrutinizing service, and m... 6   How to Trigger Customer Satisfaction - Variables Customer satisfaction is a critical marketing construct and involves customer relationship and conflict resolution. According to Fill (2011), the relationship with customers and assisting them in reso... 6   Customer Satisfaction Depends on Problem-Solving Efforts, not on Empathy It is instinctive that when something goes wrong, we apologise. This is also the first thing we do in customer service. However, saying "sorry" is not enough if companies want to achieve customer sati... 6   2 comentarios Customer Emotions and Actions According to Kano theory there are two components: EMOTIONS and ACTIONS. In the service industry (banking, hotels), if the excitement from experiencing the product does not meet previous standards, th... 5   1 comentarios Risks associated with Excitement Factor I strongly agree that the excitement factors delight the customer but with the passage of time these factors no longer hold the surprise factor. In fact this becomes a normal expectation by the custom... 5   Using Kano Model for Strategic Planning The Kano model can be used to find a new direction, so it can also be used as a method for defining a new strategy.... 5   2 comentarios Other Attributes of Features of a Product or Service Kano model basically provides very good direction on features which must be there, must not be there or could be there. There is another kind of attributes of features that also can be used while sel... 4   Research Software Development Industry? What possible research ideas can be found regarding the applications of customer satisfaction model in the software development industry to maintain customer retention.... 3   Customer Satisfaction as Research Driver Customer satisfaction survey results should help in improving satisfaction and also in generating more revenue, for additional cost on research and development is minimized. By allotting priorities as... 3   1 comentarios Iniciar un tema nuevo sobre Satisfacción del Cliente

Mejores Prácticas Los temas mejor valorados sobre Satisfacción del Cliente. Aquí encontrará las ideas más valiosas y sugerencias prácticas. 🥇 Example FMCG and B2B business Who can give an example of these 3 factors in the FMCG and B2B business. What are the basic factors, the excitement and the performance factors...? Thank you... 37   2 comentarios 🥈 Overall Satisfaction in Customer Satisfaction Questionnaire? Should we have a question capturing "overall satisfaction" in a survey form, apart from individual product/service attribute rating? If required, what is the additional value?... 16   7 comentarios 🥉 Alternate Methods to Measure Customer Satisfaction Are there any other approaches to measuring customer satisfaction or client happiness?... 14   3 comentarios What is Customer Satisfaction? Definitions Customer satisfaction (CS) is the state at which the requirements are fulfilled in a way that meets the expectation of them and the after sales services are taken care of.... 12   6 comentarios How to Design a Generic Model Serving Unique Customers? As far as I know, every customer is different. How can we design a model which has a more generic approach irrespective of demographic and geographic differences?... 7   3 comentarios Customer Satisfaction and Competitive Advantage What is the role of customer satisfaction in gaining a competitive advantage?... 5   5 comentarios

Consejos de Expertos Conocimientos avanzados sobre Customer Satisfaction (Inglés). Aquí encontrará consejos profesionales de expertos. Advantages of Kano’s Model Classifying quality attributes The advantages of classifying customer requirements by means of the Customer Satisfaction Model of Kano are as follows: ... Importance-Satisfaction Model Classifying quality attributes Kano’s model has a deficiency in that the degree of importance of quality attributes is neglected. As the degree of impo... A Closer Look Into Customer Value Customer Value Analysis, Strategic Marketing, Innovation Strategy It is often argued that customer value is required for staying competitive and successful as organization. But in what w... Classifications of Human Needs (Employees, Consumers) Motivation, Marketing, Human Needs One of possible ways to classify human (employee, consumer) needs is to break them down into: - Biogenic Needs (essenti... Approaches to Understand your Customer's Needs Customer Targeting, Customer Needs Identification, Customer Behavior In order to transform your customer’s experience and to better understand your customer’s needs, it is helpful to constr... Why are Brands Often So Similar? Understanding Brand Similarity/Parity Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high le... Relation Between Employee & Customer Satisfaction Why Employee Satisfaction Matters for Customer Satisfaction Some investigations have shown an explicit realtion between employee and customer satisfaction: - As an example, a stud... The Three Stage Model of Service Consumption (Service Encounter) Consumption Behavior, Service Marketing, Strategic Marketing Management According to the three-stage model of service consumption, consumers go through 3 stages of service encounter namely; th... Extreme Customer Trust as a Source of Competitive Advantage Competitive Advantage, CRM, Customer Loyalty, Customer Intimacy Many companies are already highlighting the importance of trustworthiness by setting and sustaining honest prices and pr...

Fuentes de Información Varias fuentes de información sobre Satisfacción del Cliente. Aquí encontrará powerpoints, videos, noticias, etc. para usar en sus propias conferencias y talleres. Service Quality Models SERVQUAL, Service Quality Management, CRM, CEM, Customer Loyalty, Customer Satisfaction This presentation elaborates on service quality, especially focusing on perceptions and expectations of consumers and th... Overview of the Kano Model Customer Satisfaction, Voice of the Customer Comprehensive overview of the Kano Model by E.L. Farmer. The following sections are included in this presentation. - Au... Mystery Shopping Measuring Customer Satisf. Paper by Martijn Hesselink and Ton van der Wiele discusses the phenomenon Mystery Shopping in the field of customer sati... Five Steps to Increased Customer Satisfaction Customer Satisfaction Improvement, Client Satisfaction Improvement This presentation introduces a five-step customer satisfaction process that can be helpful to realize organizaiton’s aim... Introduction to Customer/Consumer Satisfaction Consumer Satisfaction, Customer Satisfaction 1. What is satisfaction? 2. Satisfaction focuses on fulfillment in varieties 3. What is dissatisfaction? 4. Manageria... Kano Model Recent Developments in QFD Paper by Richard E. Zultner and Glenn Mazur. Most QFD practitioners really don't integrate the Kano model into their QFD... The Costs of DISsatisfied Customers Customer Satisfaction This presentation is about the costs and consequences of customers that are NOT happy with your products or services. T... Customer Satisfaction in Financial Services Financial Services Paper by Mayuram S. Krishnan a.o. studies the drivers of customer satisfaction for financial services. They find that sa... Summary and Introduction to the Kano Model Initial Understanding of the Kano Model The Kano model (Noriaki Kano, 1984) is used to categorize and prioritize customer needs as well as to guide new product ... Surprise... Surprise The Influence of Surprising Consumers on their Satisfaction Research by Joelle Vanhamme investigates the specific influence of the emotion of surprise on customer transaction-speci... Customer Value Management Organizational Management, Value Creation Preesentation about Customer Value Management (CVM) by J. Blanc. It includes the following sections: 1. Definition of C... How to Deliver Exceptional Customer Service and Client Satisfaction Customer Experience Management, Customer Satisfaction, Customer Service, CRM This presentation elaborates briefly on customer service delivery for customer experience management. The presentation i... The Expectations Consumers have of Services Customer Experience Management, Customer Satisfaction, Customer Quality, Quality Management, SERVQUAL This presentation elaborates on customer expectations on services. The presentation includes the following sections: 1.... Fundamental Customer Centricity Understanding what Customer Centricity Really is About Professor Ranjay Gulati gives his vision on what Customer Centricity is about: aligning your firm in a fundamental way a... Consumer Behavior in the Service Sector Decision Making, Behavioral Economics Presentation about consumer behavior in services. The presentation includes the following files: 1. Consumer Problems ... Customer Satisfaction Model Diagram Measuring Client Happiness Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in ... How to Understand Individual Customer Needs Account Management, Sales, Uncovering Individual Customer Needs Nicki Weiss reveals how sales people should uncover customer needs: stop talking and start listening to your customers. ...

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Compare el Modelo Kano, con:   SERVQUAL  |  Marketing Relacional  |  Gestión de la Relación con el Cliente  |  CRM Operacional  |  Teoría de los dos Factores  |  Gestión de calidad total TQM  |  Despliegue de la Función Calidad  |  Jerarquía de Necesidades

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