1st Edition

The Customer-Driven Organization Employing the Kano Model

By Lance B. Coleman, Sr. Copyright 2015
    116 Pages 54 B/W Illustrations
    by Productivity Press

    116 Pages
    by Productivity Press

    Does your organization provide customer satisfaction or does it inspire customer loyalty? Which is more important? See how lessons learned from the service sector were applied to manufacturing and other diverse settings, including the nonprofit sector and even on one’s own home front.

    Exploring the Kano Model, The Customer-Driven Organization: Employing the Kano Model explains why just meeting customer needs is no longer enough for today’s organizations. It explains how to identify true customers—both internal and external.

    Readers will learn how to directly apply Kano principles in their own business environments or personal lives, to establish priorities, increase efficiency, improve communication, and expand on existing relationships.

    The book explains how to establish a value proposition for your organization and, more importantly, how and when to provide "delightful" service. Demonstrating how to incorporate the Kano philosophy into your day-to-day activities, this book is a must-read for any organization or individual looking to do more with less by achieving a truly customer-driven focus.

    Introducing the Kano Model
    Case-in-Point: Power of Kano in Action
         Case-in-Point: Delightful Service
              C.I.P. 1
              C.I.P. 2
         Case-in Point: Performing
              C.I.P. 1
              C.I.P. 2a
              C.I.P. 2b

    Shifting Focus
    Case-In-Point: Communication and Context
    Case-in-Point: Explicit versus Implicit Needs
    Case-in-Point: Voice of the Customer
         External Customer 
         Internal Customer
    Case-in-Point: Internal Customers

    Planning Tools
    20 Keys
    Inverse Ishikawa (Fishbone) Diagram
         Results
    Hoshin Kanri X-Matrix
    Quality Function Deployment (QFD)
         Directions

    Deployment Tools

    Implementation
    Monitoring and Feedback
    Audits
         Sample Checklist
    Gantt Charts and Critical Path Method (CPM)
         Gantt Chart
         Critical Path Method (CPM)
    Supplier-Input-Process-Output-Customer (SIPOC) Diagram
    Value Stream Mapping
         Compliance-Based Questions
         Value-Add Questions
    Surveys
    Control Charts
    Gemba Walks
    Case-In-Point: Power of Gemba Walks

    Metrics and Monitoring
    Why Bother?
    Case-In-Point: Importance of Monitoring
    Case-In-Point: Misalignment between Levels

    Root Cause Analysis
    Introduction
    Case-in-Point: Is/Is Not

    Project Management
    Introduction
         Initiation/Planning
         Execution
         Control and Monitoring
         Closure

    Putting All the Pieces Together
    Delight in Manufacturing
    Delight in Service Provision

    Conclusion

    Bibliography

    Index

    Biography

    Lance B. Coleman Sr.

    What is interesting about this book is its breadth ... it demonstrates how to use the Kano model and a wide variety of quality tools and methods to build a customer-driven organization of any kind. It takes a wide view of application rather than being in depth. It thereby sets the broader context for really understanding how to achieve customer delight rather than getting bogged down in the tools. After all, what really counts is how the principles, tools, and methods are integrated together to achieve excellent products or services—that is what the customer seeks. That is what this book achieves.
    —Frank Murdock, MSIE, MS Applied Mathematics; 2014 Chair, ASQ Lean Enterprise Division; Principal Consultant, FKM Consulting

    This book shows how the Kano model, Voice of the Customer, and Quality Function Deployment bring successful products into the marketplace for both service and manufacturing companies.
    —James Bossert, PhD, CLSSMBB, 2014 Editor of ASQ Six Sigma Forum Magazine

    The Kano model is a powerful concept in the world of quality and customer satisfaction. Lance Coleman’s book provides a very helpful introduction, illustrated with many real-world examples that help the reader get beneath the surface of the model. All types of companies, including healthcare organizations, can use this book to verify that they truly understand what their customers (or patients) need and the things that will surprise and delight them!
    —Mark Graban, Shingo Prize-Winning Author of Lean Hospitals and Healthcare Kaizen, Consultant, and Speaker

    With engaging stories and solid examples of how it can be applied, this book shows how to put the Kano model to practical use along with Hoshin Kanri and Quality Function Deployment. A good roundup of Lean, process improvement, control, and planning makes this book a great guide to putting the customer at the heart of the organization.
    Melvyn Thornley M.Eng MBA, CQP, CSSMBB, 2014 New Zealand Organization for Quality Vice President; Managing Director, Thornley Group

    This book brings about the understanding not only of customer satisfaction as most of us understand it but something much deeper than that. Let’s call it ‘Meta Satisfaction’—the satisfaction of experiencing satisfaction. The message in the book is epitomized by a reflection on the conversation with Lance and his wife with a cabin attendant on a cruise ship. When offered praise and a tip for a service rendered, the cabin attendant replied, ‘no tip, thank you, it is my pleasure to serve you.’ Now we are talking Quality.
    Paul Harding, MSIA, Executive Director, South African Quality Institute