The Customer-Driven Organization : Employing the Kano Model book cover
1st Edition

The Customer-Driven Organization
Employing the Kano Model

ISBN 9781482217100
Published December 8, 2014 by Productivity Press
116 Pages 54 B/W Illustrations

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Book Description

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.

Table of Contents

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
Hoshin Kanri X-Matrix
Quality Function Deployment (QFD)

Deployment Tools

Monitoring and Feedback
     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
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
Case-in-Point: Is/Is Not

Project Management
     Control and Monitoring

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




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Lance Coleman is a Quality Engineer and Lean Leader at The Tech Group where he serves as site Kaizen, CAPA, and customer complaint coordinator—managing the internal quality audit program. Lance has worked in Medical Device, Aerospace, and other regulated industries for over 15 years. He has a degree in Electrical Engineering Technology from the Southern Polytechnical University in Marietta, Georgia. He is an American Society for Quality (ASQ) Senior Member as well as, Certified Six Sigma Greenbelt, Quality Auditor, and Biomedical Auditor. Lance also presently serves as the ASQ Lean Enterprise Division Publications Subcommittee Chair.


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