{"id":9470,"date":"2017-04-06T13:46:59","date_gmt":"2017-04-06T11:46:59","guid":{"rendered":"http:\/\/obaloviny.rajapack.cz\/?p=9470"},"modified":"2023-05-16T15:48:24","modified_gmt":"2023-05-16T13:48:24","slug":"7-duvodu-proc-je-pro-vas-spokojeny-zakaznik-dulezity","status":"publish","type":"post","link":"https:\/\/www.rajapack.cz\/blog-cz\/7-duvodu-proc-je-pro-vas-spokojeny-zakaznik-dulezity","title":{"rendered":"7 d\u016fvod\u016f, pro\u010d je pro v\u00e1s spokojen\u00fd z\u00e1kazn\u00edk d\u016fle\u017eit\u00fd"},"content":{"rendered":"

Spokojenost z\u00e1kazn\u00edk\u016f je marketingov\u00fd term\u00edn, kter\u00fd m\u011b\u0159\u00ed \u00fasp\u011b\u0161nost produkt\u016f nebo slu\u017eeb v\u016f\u010di o\u010dek\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f.<\/p>\n

Pro\u010d je pro v\u00e1s spokojenost z\u00e1kazn\u00edk\u016f d\u016fle\u017eit\u00e1?<\/h2>\n

1. Podporuje pravd\u011bpodobnost dal\u0161\u00edho n\u00e1kupu<\/h3>\n

Nejjasn\u011bj\u0161\u00edm indik\u00e1torem spokojen\u00e9ho z\u00e1kazn\u00edka je jeho opakovan\u00fd n\u00e1kup nebo opakovan\u00e9 vyu\u017eit\u00ed slu\u017eeb. Jak ale zjistit, jestli byl se slu\u017ebami spokojen\u00fd? Polo\u017een\u00ed jednoduch\u00e9 ot\u00e1zky ohledn\u011b ohodnocen\u00ed spokojenosti z\u00e1kazn\u00edka na stupnici od 1 do 10, dok\u00e1\u017ee napov\u011bd\u011bt hodn\u011b o tom, do jak\u00e9 m\u00edry byl spokojen. Z\u00e1kazn\u00edk, kter\u00fd svou zku\u0161enost ohodnot\u00ed \u010d\u00edslem 7 a v\u00fd\u0161, je pova\u017eov\u00e1n za spokojen\u00e9ho z\u00e1kazn\u00edka, kter\u00fd m\u016f\u017ee sv\u016fj n\u00e1kup v budoucnosti zopakovat. Z\u00e1kazn\u00edci, kte\u0159\u00ed dali hodnocen\u00ed 9 nebo 10, pat\u0159\u00ed do skupiny potenci\u00e1ln\u00edch promot\u00e9r\u016f, kter\u00fdch pozitivn\u00ed zku\u0161enost m\u016f\u017ee p\u0159er\u016fst a\u017e do bodu, kdy se z nich stanou \u201eevangelist\u00e9\u201c va\u0161\u00ed zna\u010dky.<\/p>\n

M\u00e9n\u011b ne\u017e 6 bod\u016f p\u0159edstavuje varovn\u00fd sign\u00e1l. Z\u00e1kazn\u00edk s takov\u00fdm hodnocen\u00edm pat\u0159\u00ed do skupiny t\u011bch z\u00e1kazn\u00edk\u016f, kter\u00fd se pravd\u011bpodobn\u011b podruh\u00e9 nevr\u00e1t\u00ed. Doporu\u010dujeme jejich zku\u0161enost analyzovat, aby se identifikoval d\u016fvod jejich nespokojenosti.<\/p>\n

Frederick F. Reichheld a Phil Schefter z Harvard Business School<\/a> analyzovali n\u00e1klady a p\u0159\u00edjmy spojen\u00e9 s kompletn\u00ed p\u00e9\u010d\u00ed\u00a0o z\u00e1kazn\u00edka nap\u0159\u00ed\u010d cel\u00fdm n\u00e1kupn\u00edm cyklem. Studie prok\u00e1zala, \u017ee zv\u00fd\u0161en\u00ed po\u010dtu vracej\u00edc\u00edch se z\u00e1kazn\u00edk\u016f pouze o 5 %, m\u016f\u017ee zp\u016fsobit n\u00e1r\u016fst zisku o 25 % a\u017e 95 %. Spole\u010dnost Bain&Company<\/a> nav\u00e1zala na studii Reichhelda a Scheftera a zjistila, \u017ee zv\u00fd\u0161en\u00ed retence z\u00e1kazn\u00edk\u016f (opakov\u00e1n\u00ed n\u00e1kupu jednoho z\u00e1kazn\u00edka) o 10 % m\u00e1 za n\u00e1sledek zv\u00fd\u0161en\u00ed celkov\u00e9 hodnoty spole\u010dnosti o 30 %. Monitorov\u00e1n\u00ed po\u010dtu z\u00e1kazn\u00edk\u016f, kter\u00fd sv\u016fj n\u00e1kup opakuj\u00ed, je proto nejlep\u0161\u00ed zp\u016fsob ke\u00a0zji\u0161t\u011bn\u00ed spokojenosti z\u00e1kazn\u00edk\u016f a budov\u00e1n\u00ed \u00fasp\u011b\u0161n\u00e9 spole\u010dnosti.<\/p>\n

2. Buduje loaj\u00e1lnost z\u00e1kazn\u00edk\u016f<\/h3>\n

Spokojen\u00fd z\u00e1kazn\u00edk p\u0159edstavuje mo\u017enost prom\u011bny\u00a0v loaj\u00e1ln\u00edho z\u00e1kazn\u00edka. Rozd\u00edl mezi spokojen\u00fdm a loaj\u00e1ln\u00edm z\u00e1kazn\u00edkem spo\u010d\u00edv\u00e1 v tom, \u017ee ten loaj\u00e1ln\u00ed je natolik spokojen s produktem nebo slu\u017ebou, \u017ee nehled\u00e1 jinde. V\u00fdzkum realizovan\u00fd spole\u010dnost\u00ed Defaqto<\/a> demonstroval, \u017ee 55 % z\u00e1kazn\u00edk\u016f je ochotno zaplatit v\u00edc, kdy\u017e jim je poskytnut\u00fd lep\u0161\u00ed z\u00e1kaznick\u00fd servis a n\u00e1kupn\u00ed zku\u0161enost. Loaj\u00e1ln\u00ed z\u00e1kazn\u00edk se automaticky vr\u00e1t\u00ed na web, se kter\u00fdm m\u00e1 pozitivn\u00ed zku\u0161enost.<\/p>\n

3. P\u0159edstavuje strategickou v\u00fdhodu a odli\u0161en\u00ed od konkurence<\/h3>\n

Pravd\u011bpodobnost, \u017ee z\u00e1kazn\u00edk nakoup\u00ed u konkurenta, nebo \u017ee vyu\u017eije slu\u017ebu jin\u00e9 spole\u010dnosti, je 4n\u00e1sobn\u011b vy\u0161\u0161\u00ed, kdy\u017e je konfrontov\u00e1n s probl\u00e9mem, kter\u00fd souvis\u00ed se slu\u017ebami pro z\u00e1kazn\u00edka a komunikac\u00ed, ne\u017e kdy\u017e souvis\u00ed s cenou nebo zbo\u017e\u00edm. \u00darove\u0148 a rozsah spokojenosti z\u00e1kazn\u00edk\u016f je kl\u00ed\u010dov\u00fd odli\u0161ovac\u00ed prvek mezi spole\u010dnostmi bojuj\u00edc\u00edmi o stejn\u00e9 z\u00e1kazn\u00edky. Firmy, kter\u00e9 poskytuj\u00ed vynikaj\u00edc\u00ed p\u00e9\u010di\u00a0o z\u00e1kazn\u00edky nap\u0159\u00ed\u010d cel\u00fdm procesem n\u00e1kupu nebo vyu\u017e\u00edvan\u00ed slu\u017eeb tak vytv\u00e1\u0159ej\u00ed prost\u0159ed\u00ed, ve kter\u00e9m vl\u00e1dne vysok\u00e1 spokojenost a je mnoho loaj\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f.<\/p>\n

4. Sni\u017euje fluktuaci z\u00e1kazn\u00edk\u016f<\/h3>\n

A\u017e 70 % z celkov\u00e9 n\u00e1kupn\u00ed zku\u0161enosti z\u00e1kazn\u00edk\u016f tvo\u0159\u00ed subjektivn\u00ed pocit o poskytnut\u00e9 p\u00e9\u010di<\/a>, kter\u00fd z\u00e1kazn\u00edci nabydou b\u011bhem nakupov\u00e1n\u00ed. Nav\u00edc, dle Harvard Business Review<\/a>, v\u00edce ne\u017e 33 % z\u00e1kazn\u00edk\u016f by doporu\u010dilo\u00a0spole\u010dnost nebo zna\u010dku, kter\u00e1 poskytla rychlou, i kdy\u017e neefektivn\u00ed odpov\u011b\u010f, p\u0159i\u010dem\u017e jenom 17 % z\u00e1kazn\u00edk\u016f by zna\u010dku doporu\u010dilo p\u0159i poskytnut\u00ed pomal\u00e9, ale naopak efektivn\u00ed odpov\u011bdi. Fluktuace z\u00e1kazn\u00edku je proto v\u00fdrazn\u011b minimalizov\u00e1na p\u0159i rychl\u00e9 komunikaci se z\u00e1kazn\u00edkem.<\/p>\n

5. Zvy\u0161uje celkovou hodnotu z\u00e1kazn\u00edka<\/h3>\n

P\u0159\u00edpadov\u00e1 studie spole\u010dnosti InfoQuest<\/a> realizov\u00e1na ve 40 krajin\u00e1ch ve v\u00edce ne\u017e 20.000 z\u00e1kaznick\u00fdch pr\u016fzkumech demonstrovala, \u017ee absolutn\u011b spokojen\u00fd z\u00e1kazn\u00edk p\u0159isp\u00edv\u00e1 2,6n\u00e1sobn\u011b v\u00edc k p\u0159\u00edjmu spole\u010dnosti, ne\u017e docela spokojen\u00fd z\u00e1kazn\u00edk. Nav\u00edc, absolutn\u011b spokojen\u00fd z\u00e1kazn\u00edk vytv\u00e1\u0159\u00ed 14n\u00e1sobn\u011b v\u011bt\u0161\u00ed p\u0159\u00edjem ne\u017e docela spokojen\u00fd z\u00e1kazn\u00edk. Spokojenost hraje v\u00fdznamn\u00ed roli ve v\u00fd\u0161i zisku, kter\u00fd generuje z\u00e1kazn\u00edk. Pokud se podnikatel\u016fm poda\u0159\u00ed zv\u00fd\u0161it celkovou hodnotu z\u00e1kazn\u00edka, zv\u00fd\u0161\u00ed se taky n\u00e1vratnost finan\u010dn\u00edch zdroj\u016f investovan\u00fdch do marketingu.<\/p>\n

6. Eliminuje negativn\u00ed reakce na produkty, slu\u017eby, zna\u010dku nebo prodejce<\/h3>\n

Oblasti, kter\u00e9 mohou z\u00e1kazn\u00edk\u016fm zp\u016fsobit negativn\u00ed z\u00e1\u017eitky, je nevyhnutn\u00e9 nejprve identifikovat a n\u00e1sledn\u011b zlep\u0161ovat. Jedin\u00e1 negativn\u00ed zku\u0161enost m\u00e1 na podnik\u00e1n\u00ed 5n\u00e1sobn\u011b v\u011bt\u0161\u00ed dopad ne\u017e pozitivn\u00ed zku\u0161enost.<\/p>\n

Jedn\u00edm z d\u016fvod\u016f plod\u00edc\u00edch nespokojenost z\u00e1kazn\u00edk\u016f nakupuj\u00edc\u00edch v e-shopech je nekvalitn\u00ed balen\u00ed objednan\u00e9ho zbo\u017e\u00ed. Kdy\u017e je balen\u00ed nekvalitn\u00ed a zbo\u017e\u00ed\u00a0se p\u0159i dod\u00e1n\u00ed po\u0161kod\u00ed, nespokojenost z\u00e1kazn\u00edka m\u016f\u017ee zp\u016fsobit \u0159et\u011bzec negativn\u00edch reakc\u00ed, kter\u00fd m\u016f\u017ee m\u00edt dalekos\u00e1hl\u00fd vliv na\u00a0fungov\u00e1n\u00ed e-shopu a vn\u00edm\u00e1n\u00ed zna\u010dky. Ojedin\u011bl\u00fdm nen\u00ed ani p\u0159\u00edpad doru\u010den\u00ed nespr\u00e1vn\u00e9ho zbo\u017e\u00ed, z d\u016fvodu, \u017ee balen\u00ed nebylo ozna\u010deno etiketou, d\u00edky kter\u00e9 by bylo mo\u017en\u00e9 zbo\u017e\u00ed\u00a0p\u0159ed odesl\u00e1n\u00edm zkontrolovat a p\u0159edej\u00edt tak nespr\u00e1vn\u00e9 z\u00e1silce.<\/p>\n

Nespokojen\u00fd z\u00e1kazn\u00edk v prvn\u00edm \u0159ade n\u00e1kup nikdy nezopakuje. O sv\u00e9m n\u00e1kupu, n\u00e1kupn\u00ed zku\u0161enosti a taky samotn\u00e9m produktu nebude \u0159\u00edkat dal\u0161\u00edm lidem a \u0161ance podnikatel\u016f na\u00a0budov\u00e1n\u00ed loaj\u00e1ln\u00edho z\u00e1kazn\u00edka je kompletn\u011b eliminov\u00e1na. Nespokojen\u00fd z\u00e1kazn\u00edk p\u0159edstavuje riziko \u0161\u00ed\u0159en\u00ed negativn\u00ed recenze, kter\u00e1 zp\u016fsobuje naru\u0161en\u00ed d\u016fv\u011bry ve kvalitu produkt\u016f, nebo slu\u017eeb, a je velmi n\u00e1ro\u010dn\u00e9 ji kompenzovat. Na minimalizaci \u0161kod jedin\u00e9 negativn\u00ed recenze je podle \u00fadaj\u016f spole\u010dnosti Parature pot\u0159ebn\u00fdch 12 pozitivn\u00edch recenz\u00ed.<\/p>\n

7. Udr\u017een\u00ed spokojen\u00fdch z\u00e1kazn\u00edk\u016f je finan\u010dn\u011b m\u00e9n\u011b n\u00e1ro\u010dn\u00e9 ne\u017e akvizice nov\u00fdch z\u00e1kazn\u00edk\u016f<\/h3>\n

Z\u00edsk\u00e1n\u00ed z\u00e1kazn\u00edk\u016f je 6 a\u017e 7n\u00e1sobn\u011b n\u00e1kladn\u011bj\u0161\u00ed ne\u017e udr\u017een\u00ed t\u011bch existuj\u00edc\u00edch. Nav\u00edc je 14n\u00e1sobn\u011b v\u011bt\u0161\u00ed pravd\u011bpodobnost, \u017ee existuj\u00edc\u00ed z\u00e1kazn\u00edk zopakuje sv\u016fj n\u00e1kup, ne\u017e \u017ee se poda\u0159\u00ed z\u00edskat nov\u00e9ho z\u00e1kazn\u00edka. Podnikatel\u00e9 investuj\u00ed zna\u010dn\u00e9 finan\u010dn\u00ed zdroje do vybudov\u00e1n\u00ed z\u00e1kladn\u00edho pov\u011bdom\u00ed o existenci firmy a jejich produkt\u016f a slu\u017eeb. Dal\u0161\u00ed investice sm\u011bruj\u00ed do vyvol\u00e1n\u00ed p\u0159esv\u011bd\u010den\u00ed o spr\u00e1vnosti rozhodnut\u00ed z\u00e1kazn\u00edka v e-shopu nakoupit, nebo slu\u017ebu vyu\u017e\u00edt. Do udr\u017een\u00ed spokojenosti z\u00e1kazn\u00edka se ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f investuj\u00ed mnohem men\u0161\u00ed zdroje a p\u0159ich\u00e1z\u00ed se tak o obrovsk\u00fd potenci\u00e1l pro generov\u00e1n\u00ed dal\u0161\u00edho zisku.<\/p>\n

Z\u00e1kladn\u00ed metriky pro m\u011b\u0159en\u00ed spokojenosti z\u00e1kazn\u00edka<\/h2>\n

1. Kvalita poskytovan\u00fdch slu\u017eeb<\/h3>\n

Schopnost vy\u0159\u00edzen\u00ed dotazu z\u00e1kazn\u00edka b\u011bhem prvn\u00ed telefonick\u00e9 nebo emailov\u00e9 komunikace p\u0159edstavuje z\u00e1klad \u00fasp\u011bchu. P\u0159i podnik\u00e1n\u00ed vyu\u017e\u00edvaj\u00edc\u00edm logistick\u00e9 slu\u017eby, je naopak kl\u00ed\u010dov\u00e9 dod\u00e1n\u00ed zbo\u017e\u00ed\u00a0bez jak\u00e9hokoliv po\u0161kozen\u00ed a zejm\u00e9na v\u010das.<\/p>\n

2. Schopnost udr\u017eet si z\u00e1kazn\u00edka<\/h3>\n

Vracej\u00edc\u00ed se z\u00e1kazn\u00edk je jednodu\u0161e m\u011b\u0159iteln\u00e1 metrika nejl\u00e9pe demonstruj\u00edc\u00ed spokojenost z\u00e1kazn\u00edka, kter\u00fd svou spokojenost potvrdil opakovan\u00fdm n\u00e1kupem.<\/p>\n

3. Doba odezvy<\/h3>\n

Kr\u00e1tk\u00e1 doba odezvy p\u0159i interakci se z\u00e1kazn\u00edkem je kl\u00ed\u010dov\u00fd prvek ovliv\u0148uj\u00edc\u00ed spokojenost p\u0159i nakupov\u00e1n\u00ed v e-shopech nebo p\u0159i poskytov\u00e1n\u00ed slu\u017eeb prost\u0159ednictv\u00edm internetu. Okam\u017eit\u00e1 reakce vzbuzuje pocit d\u016fv\u011bry a demonstruje vysokou \u00farove\u0148 p\u00e9\u010de\u00a0o z\u00e1kazn\u00edka.<\/p>\n

4. \u010cas str\u00e1ven\u00fd se z\u00e1kazn\u00edkem<\/h3>\n

\u010cas str\u00e1ven\u00fd komunikac\u00ed se z\u00e1kazn\u00edkem mus\u00ed p\u0159edstavovat kompromis mezi dobou, kterou je mo\u017en\u00e9 z\u00e1kazn\u00edkovy poskytnout a \u010dasem, kter\u00fd je pot\u0159ebn\u00fd na vy\u0159e\u0161en\u00ed jeho po\u017eadavku. Tenhle \u010das by m\u011bl b\u00fdt ide\u00e1ln\u011b co nejkrat\u0161\u00ed a m\u011bl by se sna\u017eit plnit z\u00e1kladn\u00ed pravidlo, vy\u0159e\u0161it po\u017eadavky z\u00e1kazn\u00edka b\u011bhem prvn\u00ed vz\u00e1jemn\u00e9 komunikace.<\/p>\n

5. Po\u010det nedokon\u010den\u00fdch objedn\u00e1vek a reklamac\u00ed<\/h3>\n

Nedokon\u010den\u00ed objedn\u00e1vky nebo reklamace objednan\u00e9ho zbo\u017e\u00ed\u00a0p\u0159edstavuje z\u00e1kladn\u00ed metriku pro m\u011b\u0159en\u00ed spokojenosti z\u00e1kazn\u00edk\u016f. Rovn\u011b\u017e d\u016fle\u017eit\u00e9 jako zn\u00e1t kolik objedn\u00e1vek bylo reklamovan\u00fdch nebo nedokon\u010den\u00fdch, je zjistit a pochopit pro\u010d.<\/p>\n","protected":false},"excerpt":{"rendered":"

Spokojenost z\u00e1kazn\u00edk\u016f je marketingov\u00fd term\u00edn, kter\u00fd m\u011b\u0159\u00ed \u00fasp\u011b\u0161nost produkt\u016f nebo slu\u017eeb v\u016f\u010di o\u010dek\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. Pro\u010d je pro v\u00e1s spokojenost z\u00e1kazn\u00edk\u016f d\u016fle\u017eit\u00e1? 1. Podporuje pravd\u011bpodobnost dal\u0161\u00edho n\u00e1kupu Nejjasn\u011bj\u0161\u00edm indik\u00e1torem spokojen\u00e9ho z\u00e1kazn\u00edka […]<\/p>\n","protected":false},"author":25,"featured_media":11466,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1206],"tags":[1207,1026],"class_list":["post-9470","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-a-navody","tag-navody","tag-sluzby"],"acf":[],"yoast_head":"\n7 d\u016fvod\u016f, pro\u010d je pro v\u00e1s spokojen\u00fd z\u00e1kazn\u00edk d\u016fle\u017eit\u00fd - OBALOVINY RAJAPACK<\/title>\n<meta name=\"description\" content=\"Pro\u010d je pro v\u00e1s spokojenost z\u00e1kazn\u00edk\u016f d\u016fle\u017eit\u00e1? 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