{
    "id": 413,
    "date": "2015-05-28T17:48:25",
    "date_gmt": "2015-05-28T15:48:25",
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    "modified": "2020-10-19T16:17:08",
    "modified_gmt": "2020-10-19T14:17:08",
    "slug": "when-to-conduct-customer-satisfaction-surveys",
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    "link": "http:\/\/www.surveyrock.com\/blog\/cs\/kdy-provadet-pruzkumy-spokojenosti-zakazniku\/",
    "title": {
        "rendered": "Kdy prov\u00e1d\u011bt pr\u016fzkumy spokojenosti z\u00e1kazn\u00edk\u016f"
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        "rendered": "<p>Spokojenost z\u00e1kazn\u00edk\u016f p\u0159\u00edmo souvis\u00ed se ziskovost\u00ed. Pokud jsou z\u00e1kazn\u00edci spokojen\u00ed, b\u00fdvaj\u00ed loaj\u00e1ln\u00ed. Pokud jsou loaj\u00e1ln\u00ed, nejen\u017ee v\u00edce nakupuj\u00ed, ale doporu\u010duj\u00ed dal\u0161\u00ed z\u00e1kazn\u00edky. M\u00e1me \u0159adu zku\u0161enost\u00ed. <a href=\"https:\/\/www.surveyrock.com\/home\/customer-satisfaction-surveys.html\" target=\"_blank\" rel=\"noreferrer noopener\">\u0161ablony pr\u016fzkumu spokojenosti z\u00e1kazn\u00edk\u016f<\/a> a zprovozn\u00edte ho b\u011bhem n\u011bkolika minut.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>Z dob\u0159e zaveden\u00e9ho v\u00fdzkumu spole\u010dnosti Bain &amp; Company vyplynulo, \u017ee u mnoha spole\u010dnost\u00ed m\u016f\u017ee zv\u00fd\u0161en\u00ed retence z\u00e1kazn\u00edk\u016f o 5% zv\u00fd\u0161it zisky o 25% a\u017e 95%. Stejn\u00e1 studie zjistila, \u017ee z\u00edsk\u00e1n\u00ed nov\u00e9ho z\u00e1kazn\u00edka stoj\u00ed \u0161estkr\u00e1t v\u00edce ne\u017e udr\u017een\u00ed st\u00e1vaj\u00edc\u00edho.<\/p>\n\n\n\n<p>Nav\u00edc jedna \u0161patn\u00e1 zku\u0161enost m\u016f\u017ee p\u0159ev\u00e1\u017eit nad celou \u0159adou dobr\u00fdch zku\u0161enost\u00ed. \u0160patn\u00e1 zku\u0161enost se m\u016f\u017ee rychle roz\u0161\u00ed\u0159it mezi des\u00edtky, stovky nebo tis\u00edce dal\u0161\u00edch z\u00e1kazn\u00edk\u016f, \u010d\u00edm\u017e se jej\u00ed dopad je\u0161t\u011b zn\u00e1sob\u00ed. Pokud tedy va\u0161e firma d\u011bl\u00e1 n\u011bco, co z\u00e1kazn\u00edky frustruje, mus\u00edte to v\u011bd\u011bt hned.<\/p>\n\n\n\n<p>Je velmi d\u016fle\u017eit\u00e9 d\u00e1t z\u00e1kazn\u00edk\u016fm mo\u017enost poskytnout zp\u011btnou vazbu o jejich celkov\u00e9 spokojenosti a konkr\u00e9tn\u00edch z\u00e1lib\u00e1ch a nelibostech. Stejn\u011b d\u016fle\u017eit\u00e9 je tyto informace d\u016fsledn\u011b m\u011b\u0159it a sledovat. Bez zaveden\u00ed \u00fa\u010dinn\u00e9ho programu v\u00fdzkumu spokojenosti z\u00e1kazn\u00edk\u016f bude va\u0161e spole\u010dnost p\u0159ich\u00e1zet o zak\u00e1zky, promarn\u00ed p\u0159\u00edle\u017eitosti a dostane se do konkuren\u010dn\u00ed nev\u00fdhody.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"http:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2015\/04\/Clock-And-Calendar.jpg\"><img decoding=\"async\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2015\/04\/Clock-And-Calendar.jpg\" alt=\"Hodiny a kalend\u00e1\u0159\"\/><\/a><\/figure><\/div>\n\n\n\n<p>Mnoho spole\u010dnost\u00ed si klade ot\u00e1zku, jak \u010dasto by m\u011bly 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 dv\u011b mo\u017enosti<br>kl\u00ed\u010dov\u00e9 typy pr\u016fzkum\u016f, kter\u00e9 slou\u017e\u00ed k velmi rozd\u00edln\u00fdm \u00fa\u010del\u016fm:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Transak\u010dn\u00ed pr\u016fzkumy zji\u0161\u0165uj\u00ed zp\u011btnou vazbu p\u0159\u00edmo od u\u017eivatele produktu nebo slu\u017eby o dan\u00e9m setk\u00e1n\u00ed. Prov\u00e1d\u011bj\u00ed se bezprost\u0159edn\u011b po ka\u017ed\u00e9 transakci se z\u00e1kazn\u00edkem.  Pr\u016fzkum m\u016f\u017ee b\u00fdt nap\u0159\u00edklad proveden po n\u00e1kupu nebo po zku\u0161enosti se z\u00e1kaznickou slu\u017ebou.<\/li><li>Pr\u016fzkumy vztah\u016f shroma\u017e\u010fuj\u00ed informace od lid\u00ed, kte\u0159\u00ed maj\u00ed se spole\u010dnost\u00ed trval\u00fd vztah a uskute\u010dnili s n\u00ed v\u00edce transakc\u00ed. Jedn\u00e1 se o pravideln\u00e9 pr\u016fzkumy, \u010dasto \u010dtvrtletn\u00ed.<\/li><\/ul>\n\n\n\n<p>Transak\u010dn\u00ed pr\u016fzkumy jsou rozes\u00edl\u00e1ny podle uv\u00e1\u017een\u00ed toho, kdo je v kontaktu se z\u00e1kazn\u00edky - \u00fadaje by v\u0161ak m\u011bly b\u00fdt shroma\u017e\u010fov\u00e1ny bezprost\u0159edn\u011b po interakci, dokud je zku\u0161enost je\u0161t\u011b \u010derstv\u00e1.<br>mysli z\u00e1kazn\u00edka.<\/p>\n\n\n\n<p>Pr\u016fzkumy vztah\u016f by m\u011bly b\u00fdt rozlo\u017eeny do cel\u00e9ho roku. Zde je n\u011bkolik bod\u016f, kter\u00e9 je t\u0159eba m\u00edt na pam\u011bti:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Pokud je pro ka\u017ed\u00fd rok k dispozici pouze jeden datov\u00fd bod, m\u016f\u017ee m\u00edt jedin\u00e1 ud\u00e1lost velk\u00fd dopad na v\u00fdsledky.<\/li><li>U spole\u010dnost\u00ed s dostate\u010dn\u011b velkou z\u00e1kaznickou z\u00e1kladnou - alespo\u0148 10 000 z\u00e1kazn\u00edk\u016f - lze pr\u016fzkumy vztah\u016f prov\u00e1d\u011bt pr\u016fb\u011b\u017en\u011b, ale vykazovat je m\u011bs\u00ed\u010dn\u011b, aby se \u0159e\u0161il vliv sez\u00f3nnosti nebo jednotliv\u00fdch ud\u00e1lost\u00ed.<\/li><\/ul>\n\n\n\n<p>V mnoha p\u0159\u00edpadech m\u016f\u017ee b\u00fdt vhodn\u00e9 prov\u00e1d\u011bt jak transak\u010dn\u00ed, tak vztahov\u00e9 pr\u016fzkumy. Nap\u0159\u00edklad spole\u010dnost m\u016f\u017ee prov\u00e1d\u011bt transak\u010dn\u00ed pr\u016fzkum pro \u00fa\u010dely z\u00e1kaznick\u00e9ho servisu a pr\u016fzkum vztah\u016f pro b\u011b\u017enou kontrolu stavu podniku.<\/p>",
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        "rendered": "<p>Spokojenost z\u00e1kazn\u00edk\u016f p\u0159\u00edmo souvis\u00ed se ziskovost\u00ed. Pokud jsou z\u00e1kazn\u00edci spokojen\u00ed, b\u00fdvaj\u00ed loaj\u00e1ln\u00ed. Pokud jsou loaj\u00e1ln\u00ed, nejen\u017ee v\u00edce nakupuj\u00ed, ale doporu\u010duj\u00ed dal\u0161\u00ed z\u00e1kazn\u00edky. M\u00e1me pro v\u00e1s \u0159adu \u0161ablon pr\u016fzkum\u016f spokojenosti z\u00e1kazn\u00edk\u016f, kter\u00e9 v\u00e1m umo\u017en\u00ed za\u010d\u00edt pracovat b\u011bhem n\u011bkolika minut.<\/p>",
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