{
    "id": 1356,
    "date": "2023-11-04T15:56:35",
    "date_gmt": "2023-11-04T14:56:35",
    "guid": {
        "rendered": "https:\/\/www.surveyrock.com\/blog\/?p=1356"
    },
    "modified": "2023-11-04T15:56:36",
    "modified_gmt": "2023-11-04T14:56:36",
    "slug": "5-must-know-survey-objectives-to-boost-customer-satisfaction-scores",
    "status": "publish",
    "type": "post",
    "link": "http:\/\/www.surveyrock.com\/blog\/cs\/5-cilu-ktere-musite-znat-abyste-zvysili-spokojenost-zakazniku\/",
    "title": {
        "rendered": "5 c\u00edl\u016f pr\u016fzkumu, kter\u00e9 mus\u00edte zn\u00e1t, abyste zv\u00fd\u0161ili sk\u00f3re spokojenosti z\u00e1kazn\u00edk\u016f"
    },
    "content": {
        "rendered": "<h2 class=\"wp-block-heading\"><strong>P\u0159ekvapiv\u00e1 fakta o n\u00e1zorech z\u00e1kazn\u00edk\u016f<\/strong><\/h2>\n\n\n\n<p>V\u011bd\u011bli jste, \u017ee neuv\u011b\u0159iteln\u00fdch 91% nespokojen\u00fdch z\u00e1kazn\u00edk\u016f se jednodu\u0161e nevr\u00e1t\u00ed do podniku, kter\u00fd je podle nich nedostate\u010dn\u00fd? Nebudou d\u011blat rozruch, nevypln\u00ed st\u00ed\u017enostn\u00ed kartu - prost\u011b zmiz\u00ed. V digit\u00e1ln\u00edm v\u011bku, kdy se hlasy z\u00e1kazn\u00edk\u016f mohou donekone\u010dna oz\u00fdvat v s\u00e1lech soci\u00e1ln\u00edch m\u00e9di\u00ed, je a\u017e s podivem, kolik podnik\u016f je hluch\u00fdch ke sboru skute\u010dn\u00fdch n\u00e1zor\u016f sv\u00fdch z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>D\u016fvod? Existuje propastn\u00fd rozd\u00edl, proto\u017ee mnoho spole\u010dnost\u00ed nepou\u017e\u00edv\u00e1 dostate\u010dn\u011b ostr\u00e9 c\u00edle pr\u016fzkumu, kter\u00e9 by pronikly k j\u00e1dru skute\u010dn\u00e9 zku\u0161enosti z\u00e1kazn\u00edka. Bez t\u011bchto c\u00edl\u016f mohou b\u00fdt pr\u016fzkumy spokojenosti z\u00e1kazn\u00edk\u016f jen st\u0159\u00edlen\u00edm \u0161\u00edp\u016f do tmy v nad\u011bji, \u017ee se tref\u00edte do toho, co si va\u0161i z\u00e1kazn\u00edci mysl\u00ed a co c\u00edt\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Pro\u010d se va\u0161e pr\u016fzkumy mohou m\u00edjet \u00fa\u010dinkem<\/strong><\/h2>\n\n\n\n<p>Je to b\u011b\u017en\u00fd p\u0159\u00edb\u011bh: firma rozes\u00edl\u00e1 pr\u016fzkum se sm\u011bsic\u00ed ot\u00e1zek v nad\u011bji, \u017ee se dozv\u00ed, co si mysl\u00ed jej\u00ed z\u00e1kazn\u00edci. Bez jasn\u00e9ho c\u00edle v\u0161ak mohou tyto pr\u016fzkumy skon\u010dit jako \u0161patn\u011b vymy\u0161len\u00fd detektivn\u00ed rom\u00e1n, kter\u00fd ponech\u00e1v\u00e1 p\u0159\u00edli\u0161 mnoho prostoru pro p\u0159edstavivost a m\u00e1lo pevn\u00fdch z\u00e1v\u011br\u016f.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154834\/A_puzzled_customer_standing_in_front_of_two_pathways_7677bf61-0e6b-46dd-9c54-73db9f77c511-300x300.png\" alt=\"Z\u00e1kazn\u00edk vol\u00ed mezi dv\u011bma cestami, kter\u00e9 symbolizuj\u00ed strategick\u00e9 a nestrategick\u00e9 p\u0159\u00edstupy k pr\u016fzkumu bez pevn\u00fdch c\u00edl\u016f pr\u016fzkumu.\" class=\"wp-image-1359\" style=\"object-fit:cover\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154834\/A_puzzled_customer_standing_in_front_of_two_pathways_7677bf61-0e6b-46dd-9c54-73db9f77c511-300x300.png 300w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154834\/A_puzzled_customer_standing_in_front_of_two_pathways_7677bf61-0e6b-46dd-9c54-73db9f77c511-150x150.png 150w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154834\/A_puzzled_customer_standing_in_front_of_two_pathways_7677bf61-0e6b-46dd-9c54-73db9f77c511-768x768.png 768w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154834\/A_puzzled_customer_standing_in_front_of_two_pathways_7677bf61-0e6b-46dd-9c54-73db9f77c511-12x12.png 12w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154834\/A_puzzled_customer_standing_in_front_of_two_pathways_7677bf61-0e6b-46dd-9c54-73db9f77c511.png 1024w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n<p>Vzpom\u00edn\u00e1m si na \"aha\" moment majitelky firmy Jane, kter\u00e1 \u0159ekla: \"Na\u0161e pr\u016fzkumy byly jako h\u00e1zen\u00ed s\u00edt\u00ed do oce\u00e1nu a douf\u00e1n\u00ed, \u017ee chyt\u00edme konkr\u00e9tn\u00ed rybu. Teprve kdy\u017e jsme za\u010dali pou\u017e\u00edvat ostr\u00fd o\u0161t\u011bp, c\u00edlen\u011b zam\u011b\u0159en\u00fd na c\u00edle pr\u016fzkumu, chytili jsme poznatky, kter\u00e9 jsme skute\u010dn\u011b milovali.\"<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>C\u00edl #1 - Ur\u010den\u00ed bolestiv\u00fdch m\u00edst z\u00e1kazn\u00edk\u016f<\/strong><\/h2>\n\n\n\n<p>Z\u00e1kladem ka\u017ed\u00e9ho pr\u016fzkumu, kter\u00fd m\u00e1 dopad, je jeho schopnost <a href=\"https:\/\/blog.hubspot.com\/service\/benefits-of-customer-feedback\">zjistit bolestiv\u00e9 t\u011blo z\u00e1kazn\u00edk\u016f<\/a>. P\u0159esn\u011b formulovan\u00e1 ot\u00e1zka m\u016f\u017ee b\u00fdt jako jemn\u00e1 sonda do m\u011bkk\u00e9 tk\u00e1n\u011b nespokojenosti z\u00e1kazn\u00edk\u016f, kter\u00e1 odhal\u00ed probl\u00e9my, o nich\u017e jste mo\u017en\u00e1 ani nev\u011bd\u011bli.<\/p>\n\n\n\n<p>Vezm\u011bme si nap\u0159\u00edklad m\u00edstn\u00ed knihkupectv\u00ed, kter\u00e9 zaznamenalo pokles prodeje. Uspo\u0159\u00e1dalo pr\u016fzkum, jeho\u017e c\u00edlem bylo odhalit bolestiv\u00e1 m\u00edsta. Z odpov\u011bd\u00ed vyplynulo jedno spole\u010dn\u00e9 t\u00e9ma: z\u00e1kazn\u00edci pova\u017eovali pokladn\u00ed proces za t\u011b\u017ekop\u00e1dn\u00fd. Obchod na to reagoval zefektivn\u011bn\u00edm platebn\u00edho syst\u00e9mu a dal\u0161\u00ed kapitola jeho p\u0159\u00edb\u011bhu byla vykoupen\u00edm - tr\u017eby op\u011bt stoupaly.<\/p>\n\n\n\n<p>Identifikov\u00e1n\u00edm konkr\u00e9tn\u00edch oblast\u00ed, kde z\u00e1kazn\u00edci nar\u00e1\u017eej\u00ed na t\u0159ec\u00ed plochy, m\u016f\u017eete potenci\u00e1ln\u00ed p\u0159ek\u00e1\u017eky v jedn\u00e1n\u00ed prom\u011bnit ve skv\u011bl\u00e9 p\u0159\u00edle\u017eitosti ke zlep\u0161en\u00ed. Dob\u0159e zac\u00edlen\u00e1 ot\u00e1zka v pr\u016fzkumu se nesna\u017e\u00ed jen po\u0161kr\u00e1bat povrch, ale pronik\u00e1 do hloubky a odhaluje ko\u0159eny probl\u00e9mu, co\u017e v\u00e1m d\u00e1v\u00e1 \u0161anci nejen v\u011bci napravit, ale skute\u010dn\u011b uzdravit vztah se z\u00e1kazn\u00edkem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>C\u00edl #2 - Ov\u011b\u0159en\u00ed hypot\u00e9z o spokojenosti z\u00e1kazn\u00edk\u016f<\/strong><\/h2>\n\n\n\n<p>Ka\u017ed\u00fd podnik m\u00e1 sv\u00e9 p\u0159esv\u011bd\u010den\u00ed o tom, co uspokojuje jeho z\u00e1kazn\u00edky. Jsou v\u0161ak tato p\u0159esv\u011bd\u010den\u00ed zalo\u017eena na realit\u011b? C\u00edlem \u010d\u00edsla dv\u011b je vytvo\u0159en\u00ed a ov\u011b\u0159en\u00ed hypot\u00e9z o spokojenosti z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n<p>P\u0159edstavte si technologickou spole\u010dnost, kter\u00e1 by v\u011b\u0159ila, \u017ee rychl\u00e1 odezva je vrcholem spokojenosti z\u00e1kazn\u00edk\u016f. P\u0159edpokl\u00e1dala, \u017ee pokud by dok\u00e1zala odpov\u011bd\u011bt na dotazy z\u00e1kazn\u00edk\u016f do hodiny, v\u00fdsledky spokojenosti by se zv\u00fd\u0161ily. Kdy\u017e to vyzkou\u0161eli, zjistili n\u011bco p\u0159ekvapiv\u00e9ho - rychlost nen\u00ed v\u0161echno. Z\u00e1kazn\u00edci si v\u00edce cenili d\u016fkladn\u00fdch a individu\u00e1ln\u00edch odpov\u011bd\u00ed ne\u017e usp\u011bchan\u00e9 odpov\u011bdi. Kdy\u017e zm\u011bnili svou strategii a zam\u011b\u0159ili se na kvalitu m\u00edsta rychlosti, m\u00edra spokojenosti z\u00e1kazn\u00edk\u016f nejen\u017ee vzrostla, ale raketov\u011b vzrostla.<\/p>\n\n\n\n<p>Pou\u010den\u00ed? Pr\u016fzkumy nepou\u017e\u00edvejte jen k potvrzen\u00ed toho, co si mysl\u00edte, \u017ee v\u00edte, ale tak\u00e9 k tomu, abyste zpochybnili sv\u00e9 p\u0159edpoklady a v p\u0159\u00edpad\u011b pot\u0159eby zm\u011bnili n\u00e1zor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>C\u00edl #3 - Hodnocen\u00ed \u00farovn\u011b zapojen\u00ed z\u00e1kazn\u00edk\u016f<\/strong><\/h2>\n\n\n\n<p>Anga\u017eovanost je energi\u00ed va\u0161eho podnik\u00e1n\u00ed - bez n\u00ed se mohou i ti nejv\u011brn\u011bj\u0161\u00ed z\u00e1kazn\u00edci st\u00e1t neaktivn\u00edmi. C\u00edl \u010d\u00edslo t\u0159i se zam\u011b\u0159uje na m\u011b\u0159en\u00ed vitality interakc\u00ed se z\u00e1kazn\u00edky.<\/p>\n\n\n\n<p>Jedn\u00edm ze zp\u016fsob\u016f m\u011b\u0159en\u00ed anga\u017eovanosti jsou pr\u016fzkumy, kter\u00e9 sleduj\u00ed, jak z\u00e1kazn\u00edci se zna\u010dkou komunikuj\u00ed. Sleduj\u00ed v\u00e1s na soci\u00e1ln\u00edch s\u00edt\u00edch? \u010ctou va\u0161e e-maily? Za\u0159azen\u00edm ot\u00e1zek, kter\u00e9 zachycuj\u00ed toto chov\u00e1n\u00ed, z\u00edsk\u00e1te jasn\u00fd obr\u00e1zek o anga\u017eovanosti nad r\u00e1mec prodejn\u00edch \u010d\u00edsel.<\/p>\n\n\n\n<p>Nap\u0159\u00edklad butikov\u00fd obchod s oble\u010den\u00edm zaznamenal vla\u017enou odezvu na sv\u016fj v\u011brnostn\u00ed program. Na z\u00e1klad\u011b c\u00edlen\u00fdch pr\u016fzkum\u016f zjistili, \u017ee z\u00e1kazn\u00edci cht\u011bj\u00ed v\u00edc ne\u017e jen t\u011blo a v\u00fdhody; cht\u011bj\u00ed komunitu. Obchod za\u010dal po\u0159\u00e1dat akce a workshopy, \u010d\u00edm\u017e vytvo\u0159il \u017eivou komunitu zna\u010dky. V\u00fdsledek? Ukazatele zapojen\u00ed \u0161ly nahoru a v\u011brnostn\u00ed program se stal hitem. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"585\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-1024x585.webp\" alt=\"Komunitn\u00ed akce v butikov\u00e9m obchod\u011b s oble\u010den\u00edm zvy\u0161uj\u00edc\u00ed anga\u017eovanost z\u00e1kazn\u00edk\u016f.\" class=\"wp-image-1357\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-1024x585.webp 1024w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-300x171.webp 300w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-150x86.webp 150w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-768x439.webp 768w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-1536x878.webp 1536w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store-18x10.webp 18w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/11\/04154654\/A-bustling-community-event-at-a-boutique-clothing-store.webp 1792w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>C\u00edl #4 - Optimalizace zku\u0161enost\u00ed s n\u00e1stupem z\u00e1kazn\u00edk\u016f na trh<\/strong><\/h2>\n\n\n\n<p>Na prvn\u00edm dojmu z\u00e1le\u017e\u00ed a nikde jinde to neplat\u00ed v\u00edce ne\u017e p\u0159i p\u0159ij\u00edm\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. C\u00edl \u010d\u00edslo \u010dty\u0159i zaji\u0161\u0165uje, aby se nov\u00ed z\u00e1kazn\u00edci c\u00edtili od za\u010d\u00e1tku v\u00edt\u00e1ni a informov\u00e1ni.<\/p>\n\n\n\n<p>Spole\u010dnost B2B SaaS se o tom p\u0159esv\u011bd\u010dila na vlastn\u00ed k\u016f\u017ei, kdy\u017e z pr\u016fzkumu vyplynulo, \u017ee nov\u00ed u\u017eivatel\u00e9 pova\u017euj\u00ed jejich platformu za ohromuj\u00edc\u00ed. Zaveden\u00edm postupn\u00e9ho zas\u00edl\u00e1n\u00ed e-mail\u016f p\u0159i n\u00e1stupu na z\u00e1klad\u011b odpov\u011bd\u00ed u\u017eivatel\u016f v pr\u016fzkumu p\u0159izp\u016fsobili k\u0159ivku u\u010den\u00ed. Nov\u00ed z\u00e1kazn\u00edci obdr\u017eeli obsah p\u0159izp\u016fsoben\u00fd jejich tempu a \u00farovni odborn\u00fdch znalost\u00ed. Tato \u00faprava vedla k m\u011b\u0159iteln\u00e9mu poklesu odlivu z\u00e1kazn\u00edk\u016f v po\u010d\u00e1te\u010dn\u00ed f\u00e1zi a k n\u00e1r\u016fstu pozitivn\u00edch referenc\u00ed.<\/p>\n\n\n\n<p>D\u00edky dob\u0159e navr\u017een\u00fdm pr\u016fzkum\u016fm zm\u011bnila spole\u010dnost slo\u017eit\u00e9 labyrintov\u00e1n\u00ed p\u0159i n\u00e1stupu na trh na prohl\u00eddku s pr\u016fvodcem a z\u00edskala si d\u016fv\u011bru z\u00e1kazn\u00edk\u016f hned na za\u010d\u00e1tku.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>C\u00edl #5 - Z\u00edsk\u00e1v\u00e1n\u00ed n\u00e1pad\u016f na budouc\u00ed funkce<\/strong><\/h2>\n\n\n\n<p>Inovace nevznikaj\u00ed ve vzduchopr\u00e1zdnu - jsou \u017eiv\u00e9 d\u00edky \u010derstv\u00e9mu vzduchu, kter\u00fd p\u0159in\u00e1\u0161\u00ed zp\u011btn\u00e1 vazba od z\u00e1kazn\u00edk\u016f. P\u00e1t\u00fd c\u00edl pr\u016fzkumu se t\u00fdk\u00e1 vyu\u017eit\u00ed kolektivn\u00ed kreativity va\u0161\u00ed z\u00e1kaznick\u00e9 z\u00e1kladny k inovac\u00edm a rozvoji nab\u00eddky produkt\u016f.<\/p>\n\n\n\n<p>Vezm\u011bte si p\u0159\u00edb\u011bh spole\u010dnosti vyr\u00e1b\u011bj\u00edc\u00ed hern\u00ed aplikace, kter\u00e1 se pomoc\u00ed pr\u016fzkum\u016f ptala hr\u00e1\u010d\u016f, jak\u00e9 funkce by si p\u0159\u00e1li. Drtiv\u00e1 v\u011bt\u0161ina odpov\u011bd\u00ed se t\u00fdkala komunitn\u011b \u0159\u00edzen\u00e9ho n\u00e1vrhov\u00e9ho n\u00e1stroje v r\u00e1mci aplikace. Spole\u010dnost poslechla a v\u00fdsledn\u00e1 funkce se stala senzac\u00ed a p\u0159il\u00e1kala dal\u0161\u00ed u\u017eivatele, kte\u0159\u00ed tou\u017eili po personalizovan\u00e9m hern\u00edm z\u00e1\u017eitku.<\/p>\n\n\n\n<p>Tento c\u00edl zd\u016fraz\u0148uje hlubokou pravdu, \u017ee n\u011bkdy je dal\u0161\u00ed velk\u00fd n\u00e1pad vzd\u00e1len jen jedin\u00e9 p\u0159ipom\u00ednce z\u00e1kazn\u00edka.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>P\u0159esn\u00e9 sestaven\u00ed pr\u016fzkumu<\/strong><\/h2>\n\n\n\n<p>Vytvo\u0159en\u00ed pr\u016fzkumu je \u0159emeslo, kter\u00e9 vy\u017eaduje pozornost k detail\u016fm a hlubok\u00e9 pochopen\u00ed va\u0161ich c\u00edl\u016f. Abyste mohli sv\u016fj pr\u016fzkum sestavit precizn\u011b:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Za\u010dn\u011bte s jasn\u00fdm souborem c\u00edl\u016f. 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