{ "id": 333, "date": "2015-03-26T16:39:00", "date_gmt": "2015-03-26T15:39:00", "guid": { "rendered": "http:\/\/www.surveyrock.com\/blog\/?p=333" }, "modified": "2020-10-19T14:12:37", "modified_gmt": "2020-10-19T12:12:37", "slug": "ten-reasons-to-send-customer-surveys", "status": "publish", "type": "post", "link": "http:\/\/www.surveyrock.com\/blog\/cs\/deset-duvodu-proc-posilat-zakaznicke-pruzkumy\/", "title": { "rendered": "Deset d\u016fvod\u016f pro zas\u00edl\u00e1n\u00ed pr\u016fzkum\u016f z\u00e1kazn\u00edk\u016f" }, "content": { "rendered": "
\"10<\/a><\/figure><\/div>\n\n\n\n

Zas\u00edl\u00e1n\u00ed z\u00e1kaznick\u00fdch pr\u016fzkum\u016f m\u016f\u017ee p\u0159in\u00e9st d\u016fle\u017eit\u00e9 informace, kter\u00e9 zlep\u0161\u00ed efektivitu prodejn\u00edch, marketingov\u00fdch a z\u00e1kaznick\u00fdch z\u00e1stupc\u016f i celkovou v\u00fdkonnost firmy. <\/p>\n\n\n\n\n\n\n\n

Skute\u010dn\u00fd p\u0159ehled o z\u00e1kazn\u00edc\u00edch vych\u00e1z\u00ed z neust\u00e1l\u00e9 zp\u011btn\u00e9 vazby. Abychom uk\u00e1zali \u0159adu v\u00fdhod, kter\u00e9 m\u016f\u017ee zp\u011btn\u00e1 vazba p\u0159in\u00e9st, a tak\u00e9 hodnotu pr\u016fb\u011b\u017en\u00e9ho sb\u011bru a monitorov\u00e1n\u00ed podn\u011bt\u016f, uv\u00e1d\u00edme deset d\u016fvod\u016f, pro\u010d pos\u00edlat z\u00e1kaznick\u00e9 pr\u016fzkumy:<\/p>\n\n\n\n

1. Z\u00edskejte p\u0159esn\u00fd p\u0159ehled o spokojenosti z\u00e1kazn\u00edk\u016f<\/strong><\/h3>\n\n\n\n

Mnoho mana\u017eer\u016f si klade ot\u00e1zku, jak \u010dasto by m\u011bli prov\u00e1d\u011bt pr\u016fzkumy spokojenosti z\u00e1kazn\u00edk\u016f. Odpov\u011b\u010f z\u00e1vis\u00ed na velikosti z\u00e1kaznick\u00e9 z\u00e1kladny a \u00fa\u010delu pr\u016fzkumu. Existuj\u00ed dva z\u00e1kladn\u00ed typy pr\u016fzkum\u016f, kter\u00e9 slou\u017e\u00ed k velmi rozd\u00edln\u00fdm \u00fa\u010del\u016fm:<\/p>\n\n\n\n

M\u011b\u0159en\u00ed spokojenosti z\u00e1kazn\u00edk\u016f je jedn\u00edm z nejobl\u00edben\u011bj\u0161\u00edch zp\u016fsob\u016f vyu\u017eit\u00ed pr\u016fzkum\u016f. Ro\u010dn\u00ed, pololetn\u00ed nebo \u010dtvrtletn\u00ed pr\u016fzkumy spokojenosti z\u00e1kazn\u00edk\u016f v\u00e1m mohou poskytnout tvrd\u00e1 data, kter\u00e1 pot\u0159ebujete ke zlep\u0161en\u00ed vztah\u016f se z\u00e1kazn\u00edky, roz\u0161\u00ed\u0159en\u00ed obchodn\u00edch p\u0159\u00edle\u017eitost\u00ed, zdokonalen\u00ed postup\u016f, odm\u011b\u0148ov\u00e1n\u00ed nejlep\u0161\u00edch pracovn\u00edk\u016f, zlep\u0161en\u00ed marketingov\u00fdch aktivit a dokonce i k n\u00e1boru nov\u00fdch talent\u016f do t\u00fdm\u016f prodeje, marketingu a z\u00e1kaznick\u00fdch slu\u017eeb.<\/p>\n\n\n\n

Pr\u016fb\u011b\u017en\u00e9 sledov\u00e1n\u00ed \u00farovn\u011b spokojenosti z\u00e1kazn\u00edk\u016f po ur\u010ditou dobu v\u00e1m nav\u00edc umo\u017en\u00ed porovnat se s odv\u011btv\u00edm, konkr\u00e9tn\u00edmi konkurenty nebo vlastn\u00edmi c\u00edli a o\u010dek\u00e1v\u00e1n\u00edmi.<\/p>\n\n\n\n

2. Zjist\u011bte, pro\u010d jste vyhr\u00e1li (nebo prohr\u00e1li)<\/strong><\/h3>\n\n\n\n

Odpov\u011bdi z pr\u016fzkum\u016f v\u00e1m pomohou pochopit, co u z\u00e1kazn\u00edk\u016f funguje, co ne a pro\u010d, tak\u017ee m\u016f\u017eete zam\u011b\u0159it sv\u00e9 prodejn\u00ed, marketingov\u00e9 a servisn\u00ed strategie a zdokonalit pl\u00e1ny v\u00fdvoje produkt\u016f. Vyzbrojeni kvalitn\u00edmi daty m\u016f\u017eete efektivn\u011bji rozd\u011blovat zdroje, l\u00e9pe sladit nab\u00eddku s po\u017eadavky z\u00e1kazn\u00edk\u016f a zv\u00fd\u0161it loajalitu z\u00e1kazn\u00edk\u016f, p\u0159\u00edjmy a ziskovost.<\/p>\n\n\n\n

3. \"Scorecard\" va\u0161ich potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f a z\u00e1kaznic<\/strong><\/h3>\n\n\n\n

Pokud pomoc\u00ed pr\u016fzkum\u016f z\u00edsk\u00e1te kl\u00ed\u010dov\u00e9 informace o postoj\u00edch, n\u00e1zorech a z\u00e1m\u011brech z\u00e1kazn\u00edk\u016f, m\u016f\u017eete tyto \u00fadaje zmapovat a se\u0159adit z\u00e1kazn\u00edky podle jejich o\u010dek\u00e1van\u00fdch n\u00e1kup\u016f, o\u010dek\u00e1van\u00fdch p\u0159\u00edjm\u016f nebo celkov\u00e9 ziskovosti. M\u016f\u017eete tak\u00e9 zjistit, kdo jsou va\u0161i nejlep\u0161\u00ed potenci\u00e1ln\u00ed z\u00e1kazn\u00edci a kte\u0159\u00ed z\u00e1kazn\u00edci mohou b\u00fdt ohro\u017eeni a kolik by jejich ztr\u00e1ta st\u00e1la. Na\u0161e str\u00e1nky Ot\u00e1zka Net Promoter\u00ae Score (NPS)<\/a> je pro tyto situace ide\u00e1ln\u00ed.<\/p>\n\n\n\n

4. Vyhodnocen\u00ed prodejn\u00edch a servisn\u00edch z\u00e1stupc\u016f<\/strong><\/h3>\n\n\n\n

Pr\u016fzkumy v\u00e1m mohou pomoci ur\u010dit, kte\u0159\u00ed obchodn\u00ed a servisn\u00ed z\u00e1stupci pod\u00e1vaj\u00ed z pohledu z\u00e1kazn\u00edka dobr\u00e9 v\u00fdkony, a poskytnout tak podklady pro odm\u011bny nebo pob\u00eddky v r\u00e1mci celkov\u00e9ho bal\u00ed\u010dku odm\u011bn. Znalost toho, jak\u00e9 typy prodejn\u00edch a servisn\u00edch postup\u016f maj\u00ed u z\u00e1kazn\u00edk\u016f nejlep\u0161\u00ed ohlas, v\u00e1m tak\u00e9 umo\u017en\u00ed vytv\u00e1\u0159et a sd\u00edlet osv\u011bd\u010den\u00e9 postupy mezi va\u0161imi t\u00fdmy.<\/p>\n\n\n\n

5. Z\u00edskejte n\u00e1pady na nov\u00e9 produkty, slu\u017eby a propaga\u010dn\u00ed akce.<\/strong><\/h3>\n\n\n\n

Ka\u017ed\u00fd m\u00e1 sv\u00e9 n\u00e1pady. Va\u0161i z\u00e1kazn\u00edci. Va\u0161i zam\u011bstnanci. Va\u0161i dodavatel\u00e9. Jak ale rozpoznat n\u00e1pady, kter\u00e9 maj\u00ed skute\u010dn\u00fd tr\u017en\u00ed potenci\u00e1l nebo kter\u00e9 povedou k \u00fa\u010dinn\u00e9 reklamn\u00ed kampani \u010di propagaci? Pr\u016fzkumy v\u00e1m mohou pomoci generovat n\u00e1pady, ur\u010dit, kter\u00e9 n\u00e1pady dostat do v\u00fdvojov\u00e9ho trycht\u00fd\u0159e, a p\u0159em\u011bnit velk\u00e9 n\u00e1pady v pr\u016flomov\u00e9 obchodn\u00ed n\u00e1pady.<\/p>\n\n\n\n

6. M\u011b\u0159en\u00ed \u00fa\u010dinnosti marketingov\u00fdch aktivit<\/strong><\/h3>\n\n\n\n

Pokud chcete zjistit, jak budou z\u00e1kazn\u00edci reagovat na reklamu, propaga\u010dn\u00ed nab\u00eddku nebo zm\u011bnu identity va\u0161\u00ed zna\u010dky, m\u016f\u017eete h\u00e1dat a riskovat - nebo m\u016f\u017eete rozeslat pr\u016fzkum. Rozesl\u00e1n\u00ed pr\u016fzkumu z\u00e1kazn\u00edk\u016fm a potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm v\u00e1m poskytne p\u0159ehled o tom, zda r\u016fzn\u00e1 sd\u011blen\u00ed l\u00e9pe rezonuj\u00ed s konkr\u00e9tn\u00edmi c\u00edlov\u00fdmi skupinami, a pom\u016f\u017ee v\u00e1m p\u0159izp\u016fsobit marketing optim\u00e1ln\u00edm v\u00fdsledk\u016fm je\u0161t\u011b p\u0159ed realizac\u00ed kampan\u011b. Vyzbroj\u00ed v\u00e1s tak, abyste mohli poslat spr\u00e1vn\u00e9 sd\u011blen\u00ed spr\u00e1vn\u00fdm lidem.<\/p>\n\n\n\n

7. Zji\u0161\u0165ov\u00e1n\u00ed spokojenosti zam\u011bstnanc\u016f <\/strong><\/h3>\n\n\n\n

Online pr\u016fzkumy jsou ide\u00e1ln\u00edm mechanismem pro z\u00edsk\u00e1v\u00e1n\u00ed informac\u00ed o zp\u011btn\u00e1 vazba od zam\u011bstnanc\u016f<\/a>, proto\u017ee poskytuj\u00ed anonymitu, kter\u00e1 je pro up\u0159\u00edmnou zp\u011btnou vazbu zas\u00edlanou prost\u0159ednictv\u00edm webov\u00e9ho nasazen\u00ed tak d\u016fle\u017eit\u00e1. Mnoho spole\u010dnost\u00ed pou\u017e\u00edv\u00e1 online pr\u016fzkumy k prov\u00e1d\u011bn\u00ed hodnocen\u00ed managementu nebo k z\u00edsk\u00e1n\u00ed zp\u011btn\u00e9 vazby ohledn\u011b po\u017eadavk\u016f na \u0161kolen\u00ed, nab\u00eddky benefit\u016f, profesn\u00edho rozvoje nebo dokonce akc\u00ed, kter\u00e9 se maj\u00ed konat v r\u00e1mci firemn\u00edho pikniku nebo v\u00fdjezdn\u00edho zased\u00e1n\u00ed. Pr\u016fzkumy m\u016f\u017eete pou\u017e\u00edt tak\u00e9 k prov\u011b\u0159ov\u00e1n\u00ed potenci\u00e1ln\u00edch zam\u011bstnanc\u016f, kdy se jich budete dotazovat na po\u010det kilometr\u016f, kter\u00e9 jsou ochotni doj\u00ed\u017ed\u011bt, zda budou cestovat a dal\u0161\u00ed \u00fadaje, kter\u00e9 m\u016f\u017eete cht\u00edt shrom\u00e1\u017edit.<\/p>\n\n\n\n

8. Napl\u00e1nujte nebo vyhodno\u0165te ud\u00e1lost<\/strong><\/h3>\n\n\n\n

Pr\u016fzkum je snadn\u00fd zp\u016fsob, jak shrom\u00e1\u017edit v\u00edce \u00fadaj\u016f od velk\u00e9 skupiny lid\u00ed, tak\u017ee m\u016f\u017ee b\u00fdt u\u017eite\u010dn\u00fdm n\u00e1strojem p\u0159i pl\u00e1nov\u00e1n\u00ed a hodnocen\u00ed akce. Pomoc\u00ed online pr\u016fzkumu se nap\u0159\u00edklad m\u016f\u017eete z\u00e1kazn\u00edk\u016fm zeptat na jejich pl\u00e1novan\u00fd \u010das p\u0159\u00edchodu na veletrh nebo na jejich p\u0159ednost ohledn\u011b j\u00eddla; po skon\u010den\u00ed akce m\u016f\u017eete zaslat samostatn\u00fd pr\u016fzkum, ve kter\u00e9m se jich zept\u00e1te na jejich n\u00e1zor na hodnotu veletrhu, celkovou spokojenost s veletrhem nebo na to, zda se pl\u00e1nuj\u00ed z\u00fa\u010dastnit va\u0161\u00ed dal\u0161\u00ed akce.<\/p>\n\n\n\n

9. Z\u00edsk\u00e1n\u00ed konkr\u00e9tn\u00edch informac\u00ed o z\u00e1kazn\u00edc\u00edch<\/strong><\/h3>\n\n\n\n

Z\u00e1znamy o z\u00e1kazn\u00edc\u00edch snadno zastar\u00e1vaj\u00ed a seznamy kontakt\u016f\/z\u00e1jemc\u016f jsou \u010dasto ne\u00fapln\u00e9. Prost\u0159ednictv\u00edm online pr\u016fzkum\u016f m\u016f\u017eete rychle doplnit mezery v z\u00e1znamech o z\u00e1kazn\u00edc\u00edch a aktualizovat informace o nich.<\/p>\n\n\n\n

10. Sd\u00edlen\u00ed osv\u011bd\u010den\u00fdch postup\u016f<\/strong><\/h3>\n\n\n\n

Pr\u016fzkumy jsou rychl\u00fdm a efektivn\u00edm zp\u016fsobem, jak z\u00edskat moudrost a poznatky, kter\u00e9 jinde nenajdete. Nap\u0159\u00edklad ot\u00e1zka v pr\u016fzkumu t\u00fdkaj\u00edc\u00ed se zp\u016fsobu \u0159e\u0161en\u00ed citliv\u00e9ho z\u00e1kaznick\u00e9ho probl\u00e9mu nebo obchodn\u00ed ot\u00e1zky m\u016f\u017ee p\u0159in\u00e9st \u0161irokou \u0161k\u00e1lu odpov\u011bd\u00ed a u\u017eite\u010dn\u00fdch rad, kter\u00e9 lze p\u0159\u00edmo uv\u00e9st do praxe.<\/p>\n\n\n\n

My ve spole\u010dnosti SurveyRock v\u00edme, jak d\u016fle\u017eit\u00fd je pr\u016fzkum mezi va\u0161imi z\u00e1kazn\u00edky pro v\u00e1\u0161 \u00fasp\u011bch, a proto si nezapome\u0148te prohl\u00e9dnout na\u0161ich p\u011bt princip\u016f n\u00e1vrhu pro v\u00e1\u0161. pr\u016fzkumy spokojenosti z\u00e1kazn\u00edk\u016f<\/a>.<\/p>\n\n\n\n

<\/p>\n\n\n\n



Net Promoter, Net Promoter Score a NPS jsou registrovan\u00e9 ochrann\u00e9 zn\u00e1mky spole\u010dnost\u00ed Bain & Company, Inc., Fred Reichheld a Satmetrix Systems, Inc.<\/p>", "protected": false }, "excerpt": { "rendered": "

Zas\u00edl\u00e1n\u00ed z\u00e1kaznick\u00fdch pr\u016fzkum\u016f m\u016f\u017ee p\u0159in\u00e9st d\u016fle\u017eit\u00e9 informace, kter\u00e9 zlep\u0161\u00ed efektivitu prodejn\u00edch, marketingov\u00fdch a z\u00e1kaznick\u00fdch z\u00e1stupc\u016f i celkovou v\u00fdkonnost firmy.<\/p>", "protected": false }, "author": 3, "featured_media": 334, "comment_status": "open", "ping_status": "open", "sticky": false, "template": "", "format": "standard", "meta": { "footnotes": "" }, "categories": [ 58 ], "tags": [ 59, 28, 34, 3 ], "class_list": [ "post-333", "post", "type-post", "status-publish", "format-standard", "has-post-thumbnail", "hentry", "category-customer-surveys", "tag-customer-satisfaction", "tag-customer-survey", "tag-online-survey", "tag-survey" ], "yoast_head": "\nDeset d\u016fvod\u016f, pro\u010d pos\u00edlat pr\u016fzkumy mezi z\u00e1kazn\u00edky | SurveyRock<\/title>\n<meta name=\"description\" content=\"10 d\u016fvod\u016f, kter\u00e9 ukazuj\u00ed \u0159adu p\u0159\u00ednos\u016f, je\u017e mohou pr\u016fzkumy mezi z\u00e1kazn\u00edky p\u0159in\u00e9st, a tak\u00e9 hodnotu pr\u016fb\u011b\u017en\u00e9ho shroma\u017e\u010fov\u00e1n\u00ed a monitorov\u00e1n\u00ed informac\u00ed od z\u00e1kazn\u00edk\u016f.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/test2.surveyrock.com\/blog\/ten-reasons-to-send-customer-surveys\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Deset d\u016fvod\u016f, pro\u010d pos\u00edlat pr\u016fzkumy mezi z\u00e1kazn\u00edky | SurveyRock\" \/>\n<meta property=\"og:description\" content=\"10 d\u016fvod\u016f, kter\u00e9 ukazuj\u00ed \u0159adu p\u0159\u00ednos\u016f, je\u017e mohou pr\u016fzkumy mezi z\u00e1kazn\u00edky p\u0159in\u00e9st, a tak\u00e9 hodnotu pr\u016fb\u011b\u017en\u00e9ho 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