Modèle de Satisfaction Client
(Kano)

Centre de Connaissances

Qu'est-ce que le modèle de satisfaction client ? Description

Le modèle de satisfaction client de N. Kano est une technique de gestion de la qualité et du marketing qui peut être employé pour mesurer le sentiment de bonheur du client.

Le modèle de Kano de satisfaction client distingue six catégories d'attributs de qualité, desquels les trois premiers influences réellement la satisfaction client :

1. Facteurs de base. (Mécontents. Doit avoir.) - les exigences minimum qui causeront le mécontentement si elles ne sont pas réalisées, mais ne causent pas la satisfaction client si elles sont réalisées (ou sont excédés). Le client considère ces derniers comme des pré-requis et les considère comme acquis. Les facteurs de base établissent une entrée « seuil » du marché.
2. Facteur d'enthousiasme. (' Satisfaits '. Attrayants.) - les facteurs qui accroissent la satisfaction client si livré mais ne causent pas le mécontentement s'ils ne sont pas fournis. Ces facteurs étonnent le client et génèrent le « plaisir ». Employant ces facteurs, une entreprise peut vraiment se distinguer de ses concurrents d'une manière positive.
3. Facteurs de performance. Les facteurs qui causent la satisfaction si la performance est élevée, et causent le mécontentement si la performance est faible. Ici, l'attribut de satisfaction de la performance globale est linéaire et symétrique. Typiquement ces facteurs sont directement connectés aux besoins et désirs explicites des clients et une entreprise devrait essayer d'être concurrentielle sur ce point.

Les trois attributs additionnels que Kano mentionne sont :

4. Attributs indifférents. Le client ne s'inquiète pas de cette caractéristique.
5. Attributs incertains. Il n'est pas très claire si cet attribut est escompté par le client.
6. Attributs inversés. L'inverse de cette caractéristique du produit était escompté par le client.
    

Origine du modèle de satisfaction client. Histoire

L'attitude en ce qui concerne analyser la satisfaction de client a été éditée la première fois dans un article par KANO, N. SERAKU, N., TAKAHASHI, F. et TSUJI, S. (1984) Attractive quality and must-be quality de Hinshitsu (Qualité, le journal de la société japonaise pour le contrôle de qualité), 14, pp. 39-48.

Utilisation du modèle de satisfaction client. Applications

Sans compter l'utilisation évidente dans la gestion de la qualité et dans la vente, Kurt Matzler, Matthias Fuchs et Astrid Schubert se demandent dans leur article "Satisfaction des employés : Est-ce que le modèle de Kano peut s'appliquer ? » (Total Quality Management & Business Excellence, novembre le décembre 2004) si le modèle de Kano sur des facteurs de satisfaction client est également pertinent pour décrire la satisfaction des employés. Puisque des employés peuvent être perçu comme des clients internes. Ils tirent la conclusion que la théorie de Kano est en effet aussi bien utilisable pour l'analyse des clients internes.

Étapes dans le modèle de satisfaction client. Processus

Kano a développé un questionnaire pour identifier les facteurs de performance et d'enthousiasme de base ainsi que pour les trois autres facteurs additionnels.

1. Pour chaque caractéristique du produit une paire de questions est formulée auxquelles le client peut répondre par l'une des cinq différentes manières au choix.
2. La première question concerne la réaction du client si le produit comporte cette caractéristique (question fonctionnelle) ;
3. La deuxième question concerne la réaction du client si le produit ne montre pas cette caractéristique (question dysfonctionnelle).
4. En associant les réponses tous les attributs peuvent être classifiés dans les six facteurs.

Forum Discussions du forum sur Satisfaction du Client. Ci-dessous, vous pouvez poser une question sur ce sujet, partager vos expériences, signaler un nouveau développement ou expliquer quelque chose. Commencer un nouveau sujet sur Satisfaction du Client Partagez vos connaissances ici (ou posez une question)   🔥 NOUVEAU Les étapes de la méthode Kano pour élaborer un questionnaire Merci de me détailler les étapes de la méthode Kano pour élaborer un questionnaire composé de 13 questions sur une échelle allant de très bien, bien, passable, à non applicable.... 4   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 commentaires 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   10 commentaires 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 commentaires 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   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 commentaires 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 commentaires 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... 5   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   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... 4   1 commentaires 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 commentaires

Meilleures Pratiques Les sujets les mieux notés sur Satisfaction du Client. Vous trouverez ici les idées les plus précieuses et des suggestions pratiques. 🥇 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 commentaires 🥈 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 commentaires 🥉 Alternate Methods to Measure Customer Satisfaction Are there any other approaches to measuring customer satisfaction or client happiness?... 14   3 commentaires 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 commentaires 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 commentaires Customer Satisfaction and Competitive Advantage What is the role of customer satisfaction in gaining a competitive advantage?... 5   5 commentaires

Conseils d'Experts Idées avancées sur Customer Satisfaction (Anglais). Vous trouverez ici des conseils professionnels d'experts. 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...

Sources d'Information Diverses sources d'informations sur Satisfaction du Client. Vous trouverez ici des powerpoints, des vidéos, des actualités, etc. à utiliser dans vos propres conférences et ateliers. 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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Comparez le Modèle de Satisfaction Client avec :   SERVQUAL  |  Marketing Relationnel  |  Gestion de la Relation Client  |  CRM Opérationnel  |  Théorie des Deux Facteurs  |  Gestion de la Qualité Totale  |  Déploiement de la Fonction Qualité  |  Hiérarchie des Besoins

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