Basic demand is the basic requirement of customers for products/services provided by enterprises. This is an attribute or function that customers think products/services "must have". When its features are not sufficient (not meeting the needs of customers), customers are very dissatisfied; When its features are sufficient (to meet customers' needs), customers may not show satisfaction. For basic needs, even if they exceed customers' expectations, customers will be satisfied at most and will not show more affection for them. But as long as there is a little negligence and fails to meet customer expectations, customer satisfaction will plummet. For customers, these needs must be met and taken for granted. For example, in summer, families use air conditioning. If the air conditioner runs normally, customers will not be satisfied with the quality of the air conditioner. On the other hand, once there is a problem with the air conditioner and it cannot be cooled, the customer's satisfaction level with the brand air conditioner will drop significantly, and complaints and complaints will follow.
Expected demand refers to the demand that the satisfaction of customers is directly proportional to the satisfaction of demand. The expected demand is not as harsh as the basic demand, and it needs excellent products/services, but it is not a "necessary" product attribute or service behavior. The more products/services provided by enterprises that exceed customers' expectations, the better customers' satisfaction, and vice versa. In market research, customers usually talk about expected demand. The present situation of domestic quality complaint handling is always unsatisfactory, and this kind of service can be regarded as an expected demand. If enterprises are more satisfied with the handling of quality complaints, then customers will be more satisfied.
Charm demand refers to the demand that will not be expected too much by customers. However, once the attractive demand is met, the customer satisfaction is also very high. For attractive demand, with the increase of meeting customer expectations, customer satisfaction also rises sharply; On the contrary, even if it does not meet expectations, customers will not show obvious dissatisfaction. This requires enterprises to provide customers with some completely unexpected product attributes or service behaviors, which will surprise customers. The customer has no clear demand for some products/services. When these products/services are provided to customers, customers will show great satisfaction, thus improving customer loyalty. For example, some well-known brand enterprises can make regular follow-up visits to their products, release the latest product information and promotional contents, and provide customers with the most convenient shopping methods. In this regard, even if other enterprises do not provide these services, customers will not show dissatisfaction.
Practical significance of Carnot model
In practice, enterprises should first go all out to meet the basic needs of customers, ensure that the problems raised by customers are seriously solved, attach importance to what customers think enterprises have the obligation to do, and try their best to provide convenience for customers. Only in this way can we meet the most basic needs of customers. Then, enterprises should try their best to meet the expected needs of customers, which is the competitive factor of quality. Provide extra services or product functions that customers like, make their products and services superior to competitors, be different, guide customers to strengthen their good impression of the enterprise and make customers satisfied. Finally, strive to meet the exciting needs of customers and build the most loyal customer base for the enterprise.
Taking the hotel industry as an example, the satisfaction of various needs is as follows:
primary need
Clean sheets
Work key card
Correct bill
safe
The more, the better. "
Deliver the food to the guest's room ahead of the promised time.
Optimal house price
The services provided are in line with the brand value.
The demand of "overjoyed"
Accurately predict the needs of guests, such as seeing a guest cough, employees can take the initiative to send a cup of warm water to the guest before the guest asks.
The services provided are in line with the brand value.
Analysis of advantages and disadvantages of Carnot model
This model is not a model to measure customer satisfaction, but a classification of customer needs or performance indicators. It is usually used as an auxiliary research model in the early stage of satisfaction evaluation. The purpose of Carnot model is to help enterprises find a breakthrough to improve customer satisfaction by distinguishing the different needs of customers. Carnot model is a typical qualitative analysis model, which is not directly used to measure customer satisfaction. It is often used to classify performance indicators, help enterprises understand different levels of customer needs, find out the contact points between customers and enterprises, and identify the crucial factors that satisfy customers.
Carnot model analysis method and application example
Carnot model analysis method is a set of structured questionnaires and analysis methods developed by Carnot Zhao Ji according to the segmentation principle of Carnot model on customer demand. Carnot model analysis is not directly used to measure customer satisfaction, but mainly used to identify customer needs, help enterprises understand customer needs at different levels, and determine the key elements to meet customers.
Kano model analysis needs to collect survey information separately according to the structured questionnaire designed by Kano Zhao Ji. The basic steps are as follows:
(1) Understand the product/service requirements from the customer's perspective;
(2) designing a questionnaire;
(3) Implementing an effective questionnaire survey;
(4) Classifying and summarizing the survey results, and establishing a quality prototype;
(5) Analyze the quality prototype and identify the sensitivity of specific measurement indicators.
In order to divide quality characteristics into basic demand, expected demand and attractive demand, each quality characteristic in Kano questionnaire consists of positive and negative questions, which measure the customer's response to the existence of a certain quality characteristic respectively. The answers to the questions in the questionnaire generally adopt five-level options, which are "I like this", "I must do this", "I don't care", "I can stand it" and "I hate this". The form of the problem set is shown in the following table.
According to the above questionnaire, the quality characteristics are classified according to the answers to positive and negative questions, and the specific classification and comparison are shown in the table below. When the answer to the affirmative question is "I like it" and the answer to the negative question is "I don't like it", then in the Kano evaluation table, this quality characteristic is classified as O, that is, expected demand. If the customer's answers to the positive and negative questions of a certain quality characteristic are combined, and the classification is M or A, then this factor is divided into basic demand or attractive demand respectively.
Where r means that customers don't need this quality feature, and even have a sense of disgust; I mean, there is no difference in demand, and customers don't care about this factor; Q indicates a questionable result, and the customer's answer will not generally lead to this result unless the question is asked in an unreasonable way, or the customer does not understand the question well, or the customer makes a mistake when filling in the answer to the question.
Application example of Carnot model analysis method
The application of Carnot model analysis method is explained in detail through concrete examples. In order to understand the level of customer demand and determine the direction of improvement, an enterprise selected four quality characteristics (FM radio, recording, capacity and playback format) to design KANO questionnaire and conduct an investigation.
1. Identify customer requirements using KANO model analysis method. After obtaining the data of each quality characteristic through investigation, we can calculate the frequency of each quality characteristic under different demand types, as shown in the following table.
The data of I, R and Q are not considered in the classification, and the classification results of quality features are determined according to the frequency of each quality feature in A, O and M. As can be seen from the table, "capacity" and "playing format" are the basic requirements. "FM radio" and "recording" functions are expected requirements.
2. Using KANQ model analysis to determine the key factors.
After the requirement classification of quality characteristics is completed, Carnot model analysis can be carried out. Carnot model analysis is to judge the customer's sensitivity to these quality characteristics changes by analyzing the satisfaction influence and dissatisfaction influence of each quality characteristic, and then determine the key factors to improve the quality characteristics with high sensitivity and improve customer satisfaction. First, calculate satisfaction influence (SI) and dissatisfaction influence (DSI), and the calculation formula is as follows:
SI=(A+O)/(A+O+M+I)
DSI=- 1×(O+M)/(A+O+M+I)
The results obtained by applying the above formula to the examples are shown in the following table:
The quality characteristics are included in the sensitivity matrix, with the SI value as the abscissa and the DSI value as the ordinate (see the figure below). Outside the radius circle (the circle with the origin 0 as the center and OP as the radius in the figure below), the farther away from the origin, the greater the sensitivity, and it can be determined that FM radio, capacity and playback format are the key elements. Quality characteristics are not very sensitive in the circle and can be ignored for the time being.
When improving according to the analysis results, enterprises should first pay attention to the basic needs of customers, pay attention to what customers think enterprises have the obligation to do, ensure that the problems raised by customers are seriously solved, and try to provide more convenience for customers and meet their most basic needs. On this basis, enterprises try their best to meet the expected needs of customers, which is the competitive factor of quality. Provide extra services or product functions that customers like, make their products/services superior to competitors, be different, guide customers to strengthen their good impression of the enterprise and satisfy customers. Finally, strive to achieve the charm needs of customers and establish the most loyal customer base for the enterprise.