Page 163 - Design for Six Sigma a Roadmap for Product Development

Design for Six Sigma Project Algorithm 137

Very
Important
Expected High Impact

Stated
Importance

Low Impact Hidden

Not
Important
Weak Strong
Revealed
Importance
Figure 5.5 Klein model for customer satisfaction.

5.3.4 Categorize customer attributes into classes
of wants, needs, and delights and map into
critical-to-satisfaction (CTS) requirements:
Phase 1 QFD (DFSS algorithm step 2)
The understanding of customer expectations (wants, needs), and
delights by the team is a prerequisite to Six Sigma design development
and is, therefore, the most important action in step 2. The fulfillment
of these expectations and the provision of exciting delights will lead to
satisfaction. This satisfaction will ultimately determine what products
and services the customer will endorse and buy. In doing so, the DFSS
team needs to identify constraints that limit the delivery of such
satisfaction. Constraints present opportunities to exceed expectations
and create delighters.
The identification of customer expectations is a vital step for the
development of Six Sigma products and services that the customer will
buy in preference to those of the leading competitors. Noriaki Kano, a
Japanese consultant, has developed a model relating design charac-
teristics to customer satisfaction (Cohen 1995). This model (see
Fig. 5.4) divides characteristics into three categories—dissatisfiers,
satisfiers, and delighters—each of which affects customers differ-
ently. “Dissatisfiers” are also known as basic, must-be, or expected
characteristics and can be defined as a characteristic which a cus-
tomer takes for granted and causes dissatisfaction when it is missing.
“Satisfiers” are also known as performance, one-dimensional, or straight-
line characteristics and are defined as something the customer wants
and expects; the more, the better. “Delighters” are features that exceed