{
    "id": 481,
    "date": "2015-06-30T19:08:15",
    "date_gmt": "2015-06-30T17:08:15",
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    "modified": "2020-10-19T16:43:40",
    "modified_gmt": "2020-10-19T14:43:40",
    "slug": "how-to-administer-your-customer-survey",
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    "link": "http:\/\/www.surveyrock.com\/blog\/cs\/jak-provadet-pruzkum-mezi-zakazniky\/",
    "title": {
        "rendered": "Jak prov\u00e1d\u011bt pr\u016fzkum mezi z\u00e1kazn\u00edky"
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        "rendered": "<p>Nejlep\u0161\u00ed zp\u016fsob pod\u00e1v\u00e1n\u00ed <a href=\"https:\/\/www.surveyrock.com\/home\/customer-satisfaction-surveys.html\">pr\u016fzkum mezi z\u00e1kazn\u00edky<\/a> z\u00e1vis\u00ed na tom, zda se jedn\u00e1 o transak\u010dn\u00ed nebo vztahov\u00fd pr\u016fzkum. Transak\u010dn\u00ed pr\u016fzkum se prov\u00e1d\u00ed v m\u00edst\u011b kontaktu se z\u00e1kazn\u00edkem. V z\u00e1vislosti na povaze kontaktu se z\u00e1kazn\u00edkem m\u016f\u017ee b\u00fdt vhodn\u00fd osobn\u00ed, telefonick\u00fd nebo online pr\u016fzkum. Naproti tomu pr\u016fzkumy vztah\u016f je nejv\u00fdhodn\u011bj\u0161\u00ed prov\u00e1d\u011bt online.<\/p>\n\n\n\n<!--more-->\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2015\/06\/customerfeedback.jpg\" alt=\"pr\u016fzkum mezi z\u00e1kazn\u00edky\"\/><\/figure><\/div>\n\n\n\n<p><br>Online sb\u011br dat m\u00e1 oproti jin\u00fdm zp\u016fsob\u016fm dotazov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f zna\u010dn\u00e9 v\u00fdhody a m\u011bli byste jej vyu\u017e\u00edvat, kdykoli je to mo\u017en\u00e9. Mezi tyto v\u00fdhody pat\u0159\u00ed:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rychlost<\/strong><\/h3>\n\n\n\n<p>Internet nab\u00edz\u00ed okam\u017eitou distribuci pr\u016fzkumu a shroma\u017e\u010fov\u00e1n\u00ed a tabelov\u00e1n\u00ed v\u00fdsledk\u016f v re\u00e1ln\u00e9m \u010dase. To umo\u017e\u0148uje okam\u017eitou anal\u00fdzu dat, a to i v dob\u011b, kdy pr\u016fzkum je\u0161t\u011b prob\u00edh\u00e1. Proto\u017ee v\u00fdsledky pr\u016fzkumu spokojenosti z\u00e1kazn\u00edk\u016f slou\u017e\u00ed k identifikaci probl\u00e9m\u016f a jejich n\u00e1prav\u011b, \u010d\u00edm rychleji odpov\u011bdi doraz\u00ed, t\u00edm rychleji je lze \u0159e\u0161it. Naproti tomu pr\u016fzkumy prov\u00e1d\u011bn\u00e9 po\u0161tou trp\u00ed dlouh\u00fdmi prodlevami a n\u00edzkou m\u00edrou odpov\u011bd\u00ed, kter\u00e1 dosahuje a\u017e 5%. <\/p>\n\n\n\n<p>Telefonick\u00e9 pr\u016fzkumy trvaj\u00ed d\u00e9le z d\u016fvodu klesaj\u00edc\u00edho po\u010dtu odpov\u011bd\u00ed. M\u00edra odm\u00edtnut\u00ed telefonick\u00fdch rozhovor\u016f dos\u00e1hla 60% (AC Nielsen). D\u00edky snadn\u00e9mu vypl\u0148ov\u00e1n\u00ed online pr\u016fzkum\u016f je mo\u017en\u00e9 vyplnit rychleji a oslovit \u0161ir\u0161\u00ed segment z\u00e1kaznick\u00e9 z\u00e1kladny. <\/p>\n\n\n\n<p>V z\u00e1vislosti na \u0159ad\u011b prom\u011bnn\u00fdch - vztahu s p\u0159\u00edjemci pr\u016fzkumu, d\u00e9lce pr\u016fzkumu, zasl\u00e1n\u00ed p\u0159ipomenut\u00ed a nab\u00eddce pob\u00eddek - m\u016f\u017ee m\u00edra odpov\u011bd\u00ed u online pr\u016fzkum\u016f dosahovat a\u017e 35%. Dokonce i u online pr\u016fzkum\u016f, u nich\u017e neexistuje \u017e\u00e1dn\u00fd p\u0159edchoz\u00ed vztah s p\u0159\u00edjemci, m\u016f\u017ee b\u00fdt m\u00edra odpov\u011bd\u00ed 23% a\u017e 31% (Quirk's Marketing Research Review).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Candor<\/strong><\/h3>\n\n\n\n<p>Lid\u00e9 jsou up\u0159\u00edmn\u011bj\u0161\u00ed, kdy\u017e jejich odpov\u011bdi nejsou filtrov\u00e1ny p\u0159es n\u011bkoho na telefonu. To m\u00e1 z\u00e1sadn\u00ed v\u00fdznam pro v\u00fdzkum citliv\u00fdch t\u00e9mat, kdy podle studi\u00ed lid\u00e9 \u010dast\u011bji odpov\u00eddaj\u00ed na ot\u00e1zky na webu ne\u017e po telefonu nebo p\u0159i osobn\u00edm rozhovoru. <\/p>\n\n\n\n<p>Odstran\u011bn\u00ed p\u0159edpojatosti tazatele a eliminace doby \u010dek\u00e1n\u00ed tazatele na zaznamen\u00e1n\u00ed v\u00fdsledk\u016f p\u0159in\u00e1\u0161\u00ed tak\u00e9 up\u0159\u00edmn\u011bj\u0161\u00ed a \u00fapln\u011bj\u0161\u00ed odpov\u011bdi na otev\u0159en\u00e9 ot\u00e1zky. To je d\u016fle\u017eit\u00e9 zejm\u00e9na v p\u0159\u00edpadech, kdy z\u00e1kazn\u00edci dobrovoln\u011b uv\u00e1d\u011bj\u00ed dal\u0161\u00ed informace, kter\u00e9 vysv\u011btluj\u00ed jejich hodnocen\u00ed spokojenosti. Takov\u00e9 odpov\u011bdi umo\u017e\u0148uj\u00ed nahl\u00e9dnout do toho, co spole\u010dnost d\u011bl\u00e1 dob\u0159e, a \u010dasto poskytuj\u00ed varovn\u00e9 sign\u00e1ly o stavu obchodn\u00edho vztahu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>N\u00e1klady<\/strong><\/h3>\n\n\n\n<p>Internet eliminuje mnoho n\u00e1klad\u016f spojen\u00fdch s tradi\u010dn\u00edm marketingov\u00fdm v\u00fdzkumem. P\u0159i online pr\u016fzkumech se vyhnete n\u00e1klad\u016fm na po\u0161tovn\u00e9 a telefonn\u00ed hovory i na z\u00e1kladn\u00ed materi\u00e1ly, jako je pap\u00edr, ob\u00e1lky a tisk. Vzhledem k tomu, \u017ee je \u0159\u00edzen s\u00e1m sebou, nevznikaj\u00ed \u017e\u00e1dn\u00e9 n\u00e1klady na tazatele. V neposledn\u00ed \u0159ad\u011b je pohodln\u011bj\u0161\u00ed, tak\u017ee lze sn\u00ed\u017eit n\u00e1klady na nab\u00eddku pob\u00eddek.<\/p>\n\n\n\n<p>Online a offline metody sb\u011bru dat lze tak\u00e9 kombinovat. Pokud je u \u010d\u00e1sti z\u00e1kaznick\u00e9 z\u00e1kladny nutn\u00e9 pou\u017e\u00edt offline metody, lze \u00fadaje o z\u00e1kazn\u00edc\u00edch, kte\u0159\u00ed jsou k zasti\u017een\u00ed pouze po\u0161tou, osobn\u011b nebo telefonicky, zadat do datab\u00e1ze. <a href=\"http:\/\/www.surveyrock.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">n\u00e1stroj pro online pr\u016fzkum<\/a>. T\u00edmto zp\u016fsobem lze v\u0161echny v\u00fdsledky pr\u016fzkumu zachytit, p\u0159ezkoumat a analyzovat spole\u010dn\u011b.<\/p>",
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        "rendered": "<p>Nejlep\u0161\u00ed zp\u016fsob prov\u00e1d\u011bn\u00ed pr\u016fzkumu mezi z\u00e1kazn\u00edky z\u00e1vis\u00ed na tom, zda se jedn\u00e1 o pr\u016fzkum transakc\u00ed nebo vztah\u016f. Transak\u010dn\u00ed pr\u016fzkum se prov\u00e1d\u00ed v m\u00edst\u011b kontaktu se z\u00e1kazn\u00edkem. V z\u00e1vislosti na povaze kontaktu se z\u00e1kazn\u00edkem m\u016f\u017ee b\u00fdt vhodn\u00fd osobn\u00ed, telefonick\u00fd nebo online pr\u016fzkum. Pr\u016fzkumy vztah\u016f jsou naproti tomu n\u00e1kladov\u011b nejefektivn\u011bj\u0161\u00ed, pokud jde o [...]<\/p>",
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