Page 70 - DMGT524_TOTAL_QUALITY_MANAGEMENT

Unit 5: Customer Satisfaction

11. Engage in any training or education that will enhance our job performance and our Notes
commitment to customer care.
12. Treat every customer just as we would want to be treated ourselves.

Additional Comments

Many organizations emphasize traditional or reactive service after the sale.

Examples:
(a) Preventive maintenance (service provided according to a prescribed timetable)
(b) Service contract (service provided as required)
(c) No service contract (service requires labor and material billing)
(d) Combinations of the above

5.3.1 Kano Model

Kano model shows us how an unsatisfied customer can be converted to a satisfied customer by
implementing quality goals.

Figure 5.3: Kano Model of Customer Satisfaction
Customer
Satisfied Spoken and expected
Innovations requirements

Requirements Requirements
Not Satisfied Satisfied

KANO
MODEL

Customer Unspoken but expected
Not Satisfied requirements

The bottom left quadrant shows the most unsatisfied customer. This can be because of many
reasons. Maybe the product isn’t fulfilling the consumer’s need or the product is not matching
his expectations. When the customer moves to the bottom right quadrant then he is just a mute
buyer of the product. He may be buying the product just because it is his necessity. The product
is just fulfilling his some basic needs.

Example: When Bajaj scooter was the only major brand available in the Indian market,
people had to choose from some very basic models like Bajaj Chetak, Rajdoot and Yezdi. Then,
came the onslaught of 100 cc bike. This gave more convenience to customers.
In the late nineties many models arrived on the scene and some of them gave real customer
delight taking the customer to the top left quadrant of the Kano model and then to the top right
quadrant where the customers have their say in the products.

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