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This Kano's diagram is often interpreted simply as a relationship
model of expected quality vs. excited quality. What is really
important, however, is that the target of customer satisfaction can
be moving and invisible. This requires more complex analysis and
deeper market understanding using Modern QFD tools.
The
center line of the Kano diagram represents more performance type
issues such as "faster is better." These represent what most
customers talk about. Thus, they are visible to both you and your
competitors. The expected requirements and exciting requirements
provide the best opportunity for competitive advantage - if you can
find a way to make them visible and then deliver on them.
In
this fast changing world, hitting the right target is made more
difficult by emerging customer segments, new technology, and
competitive pressures. What works today may not be enough for
tomorrow. You have to hit it with laser precision if you want the
benefits that comes with a focused product development process. This
is precisely where QFD is strongest.
QFD makes invisible requirements and strategic advantages
visible, and then allows you to prioritize and deliver on them. Like
a laser, aiming must be precise or the wrong target may be hit. New
tools in Modern QFD courses will help you sort out the strategic
targets and deliver true customer value.
[Glenn
Mazur, 2002]
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