【正文】 e r sM u st B eC u s t o m e rSa t i s f a c t i o nD y s f u n c t i o n a l顧客需求 的類型 ? 理所當然的品質 (Dissatisfy,Must be) 就是說這種品質要是做的不好，顧客就會不滿意；做的好顧客也不會特別高興！ ? 一維的品質 (Satisfy,One dimensional) 顧客的滿意與這類績效的優(yōu)劣成正比，也就是說顧客會隨著您特別的服務而提昇他的滿意度。但當產品／服務功能降低時，顧客的滿意度會非線性的快速降低。通常顧客並不會知覺到此類品質。多數(shù)顧客提出之需求都屬於這一類。 ? 一定需要的品質，一維的品質，魅力的品質。 ? 另外，當 購買者並非使用者時 ，鑑定顧客需求也是一高難度工作。 不可應用的條件 1. 簡單的問題 2. 速戰(zhàn)速決的問題 結構樹 ? 在完成親和圖，將顧客的需求組織後，以階層的方式陳列。 6. 或重新寫出一張能涵蓋一組內容的標籤 。 親和圖 適用時機： ? 當已知許多顧客的需求，但主要需求不明確之情況。 換言之 ， 所得的資訊是從顧客本身而來 ， 並非來自於公司內部本身的腦力激盪或是銷售人員所做的解析 。s doubts should not, therefore, be whether or not to conduct market research but rather what type of questions you should ask. ? As a rule, market research should begin with general questions on basic underlying needs and move on to more productspecific questions as the interview progresses. ? The general questions may identify opportunities for radical innovations and this may start you challenging preconceptions about the opportunities available. ? If this does not happen, the specific questions will provide detailed information about customer needs for the product you had previously envisaged. Market needs research ? Market needs research is a set of methods for finding out what customers are looking for in a particular type of product. ? It seeks to determine whether consumers perceive a need which is not satisfied by current products on the market. ? It requires access to consumers (or other market specialists with an indepth knowledge of consumers39。 ? 此一基準價值底限是由隱而不見的基本期望 (車子必須要有輪子 )和某些機能因素的期望所決定。 ? 確認 Basic基本品質因素的最好方法是透過 競爭產品分析。exciting39。 determinants of quality is by means of peting product analysis. ? 39。Unspoken39。 ? 故組織有責任 ， 去發(fā)覺此客戶的問題 ， 這些需求會隨時間與環(huán)境而轉移 。 期望的需求 ? 期望的需求 (Expected Requirements)：通常是非?；镜男枨?， 客戶常常會忘記提醒 ， 但是一旦無法滿足則會引起注意 。 model of quality ? Graph shows basic and excitement factors together, in the39。latent39。 ? 要是一個組織沒認知、瞭解或傳達這些 PQ特質，顧客將會非常的不滿意或厭惡；而要是組織確實傳達這些特質，顧客將會非常滿意並高興。s chances of mercial success by a factor of . ? Getting the product39。problems39。 ―excitement‖ aspects of quality ? At the other extreme there are product qualities, called excitement factors, which give rise to a great deal of satisfaction when they are achieved but their absence causes no dissatisfaction (graph D). ? The first Sony Walkman contained a number of these excitement factors. ? Achieving such excellent sound quality from a product which slipped inside your pocket gave rise to customer 39。組織保持充滿著，以所設計的特色和機能，而造就出的新鮮和創(chuàng)新的利益的管道是很重要的。s perception of quality varies in direct proportion to the degree to which the maximum or ideal performance of the product is achieved. ? The ideal car, for example, might be one with a stylish appearance, fast acceleration, good handling, low fuel consumption, minimum maintenance, dual airbags, central locking, electric windows, CD player, radio and mobile phone. ? A car with all of these features, as standard, would cause great customer satisfaction. A car with none of them would cause dissatisfaction. Dr. Kano Model 一般需求 ? 一般需求 (Normal Requirements)：僅是藉由詢問方式了解客戶之需要 。 刺激性需求 ? 刺激性需求 (Exciting Requirements)：較不容易察覺 。 ? 改進弱勢特徵來符合以上客戶效益是很重要的並且能夠執(zhí)行 。Spoken39。excitement39。excite39。 產品價值 ? 因此，創(chuàng)造產品的品質，乃是在達成和超越消費者期望之間達成平衡。wish lists39。 what proportion of the market perceive a particular market need? ? what percentage would pay extra for added features and how much extra? ? For large product development projects, both types of market research will be used. ? Qualitative research will explore the perceptions and needs of customers and ? focus in on specific questions to be answered by quantitative research. People issues ? Both qualitative and quantitative market need research is about interviewing people. ? Selecting these people is a key part of the market research process and is worth spending time and effort to get right. ? In general terms, subjects must represent the range of consumers which you intend to target with the new product. ? If the target market is not well understood, the selection of subjects must initially cover a wide range of market segments and focus progressively narrower as the research proceeds. 鑑定顧客需求 此步驟是列出顧客之需求項目 (亦稱顧客需求要素 (Customer Attributes， CA)或 要求品質 )。 親和圖 ? 親和圖原理即如梳辧子原理一般 。 3. 把卡片混合打亂順序 。 應用條件 1. 必頇解決的問題 。 ? 顧客需求或期望具有 動態(tài) 性質，顧客需求通常也不容易以言語表述。 ? 魅力的品質 (Attractive Qualities, delighters) 做的不好顧客也不會抱怨，但是做得好顧客會非常的滿意，因為您的服務特別。 ?例如使用者期望電腦系統(tǒng)有 %的時間正常運作，即使電腦系統(tǒng)正常運作的時間增加，使用者也不會特別滿意。 顧客需求 的類型案例 理所當然的品質 (基本需求 ) ? 進入旅館房間，浴室內放著一捲衛(wèi)生紙，即使放著 10捲衛(wèi)生紙，你也不會特別高興。 顧客需求 的類型 ? 一維的品質 2斜線代表隨著產品／服務之提昇 (降低 )，顧客之滿意程度也隨著線性的提昇 (下降 )。 ? 各種需求的滿足，對顧客滿意的影響性並不相同。 鑑定顧客需求 ? 當顧客需求不易以言語表述時，必頇考慮以其他方式取得顧客需求，例如：實務經驗、調查、深度訪談等。 3. 有時間去解決的問題 。 5. 找出一張能代表該組內容的主卡片 。 ? 親和圖圖形表示如樹狀圖 。 顧客之需求係指顧客以自己的文字對於需求所作的陳述 。s judgements and opinions on their needs and how these needs are satisfied by current products. ? Quantitative research, on the other hand, is more specific, more precise and a more quantified estimate of how customers are likely to respond to a proposed new product. ? Often, both types of research will be conducted, one after the other. ? Qualitative research identifies the main features of customer needs and expectations and ? quantitative research explores these in greater depth to allow sales projections to be calculated and market positioning of the new product to be finalised. what type of questions you should ask ? The more freedom you have to design your new product in radically different ways from existing products, the more you have to ask basic questions to discover the underlying needs of customers. ? The more constrained you are to desig