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Understand your customer’s needs quickly and deliver effective products and services they want to buy over the long term

What you will learn

How to deploy Kano Analysis

How to deploy a Kano Analysis Diagram, effectively

How to understand the voice of the customer in this manner

How to graphically portray your customers voice clearly

How to gather customer insight on what delights them and what frustrates them

How to use the tool to understand your customers future needs / requirements

How to place the vice of the customer at the heart of decision making

You will be able to train others on the ability to deploy Kano Analysis

You will be able to rapidly gather existing customer insight for their and future customer’s benefit

Once deployed, your organization will gather customer insight far quicker and more graphically


The Kano Analysis Diagram is one of the most popular voice of the customer tools available, and for good reason. It provides you with a framework to understand what customer data you need, how to get it and how to present it effectively. By taking this course, you will learn how to deploy a Kano Analysis Diagram to full effect. This will empower you to engage with your current and potential customers to understand what delights them, what satisfies them and what dissatisfies them. Once you have graphically mapped this out, you can use your diagram to make big decisions, impact your people, processes and products alike. In this course, we will explore:

– The fundamentals of the tool and the wider approach.

– Voice of the customer – what it is, why it is important and how to get it.

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– The Kano Analysis Diagram, breaking it down stage by stage, explaining how to achieve each section to deliver maximum impact.

– A range of demonstrations based in different sectors, educating you on how you can practically deploy this fantastic tool.

At the end of the course, you will have the confidence to buildout a Kano Analysis Diagram in full. This will enable you to steer decisions on products and services both current and future, all with the aim of ensuring customer experience, satisfaction and sales all remain strong.




What is covered in this course?
What is the purpose of this course?

Fundamentals of Kano

What is Kano Analysis?
When to use Kano Analysis?
When to use Kano Analysis? Continued
What is voice of the customer?
What is voice of the customer? Continued
Pros of Kano Analysis
Cons of Kano Analysis

Kano Analysis – Breakdown

Overview – Run through the approach
Section quiz


Demonstration 1
Demonstration 2
Demonstration 3

Close out

Review of key learnings
Hints & tips
Thank you