When training the participants on Business analysis, it is important for us to concentrate on the latest techniques in delighting the Customers. We have moved away from a phase where we just meet the expectations of the client but now its time for us to exceed the expectations of the Customers and give them delightful experience of working on the Solutions offered.
Before we get into the details of Kano model, it is important to understand what Kano model is not about. When training on Business Analysis, it should be made clear to participants that what Kano model is not about.
NOT another Service Delivery Lifecycle
As one manages a service / product throughout its lifecycle, the Kano Model facilitates evaluating the value of potential features
Does NOT replace user stories
Kano Model helps to classify the acceptance criteria, or features, of a user story based on client’s perception.
Does NOT replace Agile
The Kano Model is a requirements analysis technique that fits within Sprint 0 of the Deloitte Agile discipline.
Does NOT dictate release plan
The Kano Model should be used to guide what features are included in release based on customer relations strategy.
Kano model is developed by Dr. Noriaki Kano in 1980’s. This is an analytical technique used to evaluate requirements against client satisfaction levels and it is considered a Powerful way of prioritizing requirements. The rrequirements are separated into must-be’s, performance, and delighter requirements (reversible, indifferent).
The value proposition that the customers get here is that what should be the combination of features that will delight the customers and also should have clear directions in determining the features that Clients don’t see any value in them.
The requirements in Kano are divided into the following types:
Must Be: Allows the company to get into the market.
Performance Needs: Allows the company to remain competitive in the market.
Delighters: Allows the Customers to excel and be on top of the competition.
Reversible: These requirements should not be present in the Requirements package as this may create dissatisfaction to Customers if these are present.
Indifferent: The Clients are apathetic to these requirements.
As we have defined an overview on the Kano Model, we should now be discussing about the implication and application of this model to the wider audience from a Client perspective and understand the multiple requirements that really give value to the Clients.
The goal of any Business Analyst should be to elicit the requirements from the Clients and ensure that they are all part of the requirement package. This should also be a vital point in the online training in Business analysis to ensure that the participants appreciate the value of Kano model in creating the delight and wow factor to the Customers.
The following are the next steps that needs to be followed in each step of the way to implement Kano model successfully in any of the projects the Business analysts are exposed to. The following is the three-step model that is proposed to effectively implement Kano analysis:
Selection of the apt requirements and the sample population for proper analysis: Including the features that are most valuable to the Customers should be made part of the requirements package. Proper training to Business analysts needs to be provided to come up with crisp and simple surveys to gather requirements priority from the end users by not losing their focus and attention. The sample selection plays a vital role as the results will be extrapolated to the wide population in general.
Collect and collate the required data from the Clients: Th surveys and questionnaires should have apt, crisp, unambiguous and clear questions that will help the Clients to succeed. Displaying the features using the latest wireframe techniques will help to get more clarity on the delight factors than mere discussing or writing lengthy documents. Prepare questionnaires with proper options majorly close ended and gauge te importance of these requirements from a Client’s perspective.
Analyse the information collected from the Clients: Its now time for us to prioritize the requirements based on the data collected till now. There are various methods of analysis to analyse this data but the prominent ways of doing it is by ensuring that the collected data to be divided into various segments like demographics, age , preferences etc and categorize the requirements into relevant buckets.