October 10, 2007

Common Sense =/= Common Practice

Looking back on my jibbrish lecture memo from Monday there was something that really got me thinking.  That something is the graph Paul drew up while we were discussing 'customer satisfaction vs basic requirement' which is shown below.

Customer Satisfaction vs Basic Requirements

( Obviously my "Paint" skill is equivalent of that of a 5 year-old but as long as it gets the massege across it's all good)

If I recall correctly, the red line represents the relationship between basic "unspoken" requirements and customer satisfaction where not having the basic requirements will drive customer satisfaction down violently. On the otherhand, having met basic requirements will, at best, result as an OK satisfaction.  Putting this context in lay terms, to my knowledge, is probably equivalent to "grumpy customers are the loudest"

Moving on to the blue line, I think it represents actual performance (though I am not quite sure about this because I wasn't concentrating. I'm sorry Paul but thetheatre was so warm and cosy :D ). This line indicates that customer satisfaction is pretty much directly proportional to actual performance.

Lastly, the red line up the top comes into play when innovative feature is added to your product. Introducing something useful that has not been seen anywhere before (iPod, anyone?) is very likely to get the customers excited and excited customers are naturally very very satisfied.

To summarise things up I'd like to introduce you to my first 'Paul's quote of the day' :

"[Innovative feature] is exciting today. It will just be talked about tomorrow. And it will become a basic requirement the day after tomorrow."


- One comment Not publicly viewable

  1. Paul Roberts

    Your punch line is spot on. But hey, it’s a bit scary to think that there could be quote of the day :-)

    You may wish to change a couple of things on your diagram of Kano’s thinking, but overall, despite the warm theatre, you’ve captured the important aspects. The horizontal axis represents achieved performance: to the right is over achievement and to the left is under achievement. The blue line represents achievement of requirements that the customer tells you about (Spoken performance). However, there are many things that the customer will not tell you about: some of these things they don’t mention because they think that they are obvious – basic requirements. Sometimes, organizations in their quest to be clever forget the basics which makes the customer very unhappy as shown in the red curve. There are things that the customer doesn’t ask for because they do not know that they are technically possible, but if you deliver them they will be delighted – the green curve. And this is why it is important to innovate if the organization is to lead. Innovation is not without risk and some organizations prefer to be close followers, adapting quickly to the enter the new markets that the innovative organizations have started. We have seen this in the music industry with the series of products that started with the Sony Walkman and more recently, Apple’s introduction of the iPod has spawned a huge number of companies entering the mp3 market with their versions.

    The most successful innovative organizations do not rely on a group of technical people to do all the wonderful work. They encourage innovation throughout the business. If you look up the story of the post-it note you will find that this was the trigger for 3M’s approach to developing innovation in its organization.

    11 Oct 2007, 08:28


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