Using the Kano Model to Identify Customer Value

Purpose: In lean management, productivity is increased by d oing the right things and minimising the unnecessary ones. To achieve this, t e ‘right things’ need to be identified. Customer value provides us with a minds et about how to gain a deeper understanding of what should be delivered. In this paper, a method called the Kano model is used to define customer value. The aim is to define how customers perceive the value and, thus, to assist in identifying the r ight things. The customers are the nursing companies and their nursing staff in Finlan d d special focus is given to the value potentials that building information modellin g (BIM) as well as improved environmental performance might offer to the custom ers. Method: An in-depth understanding of customer value as it relates to nursing homes was studied by conducting 20 structured customer in t rviews that contained a Kano model-based questionnaire and open-ended oral quest ions. Findings: The data shows that details really matter for the customer: design errors and construction flaws were seen to impact vitally on the daily nursing activities. The value that could be delivered through BIM to preven t design errors was perceived as being highly attractive. However, in addition to th e traditional value attributes, such as error-free design and better communication, the customers found that if BIM could be utilized to improve the actual nursing processes , and not just to match the facilities with the requirements of the current processes, ric he customer value could be delivered. Traditional construction process flow im provements, such as a faster construction process, are no longer enough for crea ting richer customer value. Implications: The new understanding of customers’ perceptions of BIM reduces some of the doubts and uncertainties regarding the utility of BIM. The results clearly indicate that through BIM, construction companies w ould have an opportunity to improve their value delivery for the customers.