{"id":2810,"date":"2026-03-01T12:38:24","date_gmt":"2026-03-01T11:38:24","guid":{"rendered":"https:\/\/www.insightsofa.com\/xpulse\/uncategorized-cs\/from-personalization-to-relevance-how-b2b-customer-expectations-are-changing\/"},"modified":"2026-04-01T14:49:21","modified_gmt":"2026-04-01T12:49:21","slug":"zmena-ocekavani-b2b-zakazniku","status":"publish","type":"post","link":"https:\/\/www.insightsofa.com\/cs\/zmena-ocekavani-b2b-zakazniku\/","title":{"rendered":"Jak se m\u011bn\u00ed o\u010dek\u00e1v\u00e1n\u00ed B2B z\u00e1kazn\u00edk\u016f"},"content":{"rendered":"<p>Je\u0161t\u011b p\u0159ed n\u011bkolika lety byla personalizace v B2B prost\u0159ed\u00ed vn\u00edm\u00e1na jako konkuren\u010dn\u00ed v\u00fdhoda. Dnes je to sp\u00ed\u0161e vstupn\u00ed podm\u00ednka. Osloven\u00ed jm\u00e9nem, znalost oboru, velikosti firmy nebo historie n\u00e1kup\u016f \u2013 to v\u0161e se stalo standardem, kter\u00fd z\u00e1kazn\u00edci automaticky o\u010dek\u00e1vaj\u00ed. Skute\u010dn\u00fd posun se v\u0161ak odehr\u00e1v\u00e1 jinde: firmy u\u017e nehledaj\u00ed personalizaci, ale relevanci. A rozd\u00edl mezi t\u011bmito dv\u011bma pojmy je z\u00e1sadn\u00ed.<\/p>\n<h2>Personalizace pracuje s daty. Relevance s porozum\u011bn\u00edm<\/h2>\n<p>Personalizace stoj\u00ed na atributech \u2013 segment, role, odv\u011btv\u00ed, p\u0159edchoz\u00ed n\u00e1kupy. Relevance naproti tomu vy\u017eaduje kontext: v jak\u00e9 f\u00e1zi rozhodovac\u00edho procesu se z\u00e1kazn\u00edk nach\u00e1z\u00ed, jak\u00fd probl\u00e9m pr\u00e1v\u011b \u0159e\u0161\u00ed a jak\u00fdm intern\u00edm tlak\u016fm \u010del\u00ed.<\/p>\n<p>Tento posun nen\u00ed n\u00e1hodn\u00fd. B2B n\u00e1kup\u010d\u00ed dnes operuj\u00ed pod siln\u00fdm tlakem na efektivitu, kontrolu n\u00e1klad\u016f a prokazatelnou n\u00e1vratnost investic (ROI \u2013 Return on Investment). V\u00fdzkum spole\u010dnosti Gartner ukazuje, \u017ee a\u017e 77 % \u010dasu v n\u00e1kupn\u00edm procesu tr\u00e1v\u00ed B2B n\u00e1kupn\u00ed skupiny samostatn\u00fdm pr\u016fzkumem bez kontaktu s obchodn\u00edkem (Gartner, The B2B Buying Journey, 2019). Jin\u00fdmi slovy \u2013 z\u00e1sadn\u00ed \u010d\u00e1st z\u00e1kaznick\u00e9 zku\u0161enosti vznik\u00e1 je\u0161t\u011b p\u0159ed prvn\u00edm p\u0159\u00edm\u00fdm kontaktem.<\/p>\n<p><strong>A pr\u00e1v\u011b v t\u00e9to f\u00e1zi se l\u00e1me, zda je komunikace skute\u010dn\u011b relevantn\u00ed.<\/strong><\/p>\n<p>E-mail za\u010d\u00ednaj\u00edc\u00ed osloven\u00edm \u201eV\u00e1\u017een\u00fd pane Nov\u00e1ku\u201c a pokra\u010duj\u00edc\u00ed obecn\u00fdm sd\u011blen\u00edm je personalizace. Studie nebo whitepaper, kter\u00fd reflektuje aktu\u00e1ln\u00ed regulatorn\u00ed zm\u011bny v oboru z\u00e1kazn\u00edka a vysv\u011btluje jejich konkr\u00e9tn\u00ed dopady na byznys, je relevance.<\/p>\n<h2>Konec person: rozhoduje n\u00e1kupn\u00ed skupina<\/h2>\n<p>Dal\u0161\u00ed z\u00e1sadn\u00ed zm\u011bnou je struktura rozhodov\u00e1n\u00ed. B2B n\u00e1kupy jsou kolektivn\u00ed proces. Podle Gartneru typick\u00e1 n\u00e1kupn\u00ed skupina zahrnuje 6 a\u017e 10 stakeholder\u016f, z nich\u017e ka\u017ed\u00fd m\u00e1 odli\u0161n\u00e9 priority a metriky \u00fasp\u011bchu (Gartner, 2019).<\/p>\n<ul>\n<li>CFO (Chief Financial Officer) \u0159e\u0161\u00ed n\u00e1vratnost a rizika<\/li>\n<li>IT odd\u011blen\u00ed posuzuje integraci a bezpe\u010dnost<\/li>\n<li>obchod sleduje dopad na pipeline a revenue<\/li>\n<\/ul>\n<p>Relevance proto nem\u016f\u017ee vych\u00e1zet z jedn\u00e9 \u201eide\u00e1ln\u00ed persony\u201c. Vy\u017eaduje schopnost adresovat v\u00edce perspektiv sou\u010dasn\u011b \u2013 a dodat ka\u017ed\u00e9 z nich odpov\u011bdi na konkr\u00e9tn\u00ed ot\u00e1zky ve spr\u00e1vn\u00fd moment.<\/p>\n<p>Firmy, kter\u00e9 systematicky sb\u00edraj\u00ed zp\u011btnou vazbu nap\u0159\u00ed\u010d n\u00e1kupn\u00ed cestou \u2013 po demu, b\u011bhem implementace, p\u0159i obnov\u011b kontraktu \u2013 z\u00edsk\u00e1vaj\u00ed mnohem p\u0159esn\u011bj\u0161\u00ed obraz o tom, kde jejich komunikace p\u0159est\u00e1v\u00e1 b\u00fdt relevantn\u00ed. V tu chv\u00edli se Customer Experience (CX) p\u0159est\u00e1v\u00e1 omezovat na operativu a st\u00e1v\u00e1 se strategick\u00fdm n\u00e1strojem \u0159\u00edzen\u00ed r\u016fstu.<\/p>\n<h2>Od segmentace k situa\u010dn\u00ed inteligenci<\/h2>\n<p>Tradi\u010dn\u00ed segmentace podle velikosti firmy, obratu nebo odv\u011btv\u00ed neztr\u00e1c\u00ed v\u00fdznam. Sama o sob\u011b v\u0161ak nesta\u010d\u00ed. Relevance vy\u017eaduje tzv. situa\u010dn\u00ed inteligenci \u2013 schopnost pochopit aktu\u00e1ln\u00ed realitu z\u00e1kazn\u00edka.<\/p>\n<p>Roste firma dynamicky, nebo proch\u00e1z\u00ed restrukturalizac\u00ed? Nahrazuje ne\u00fasp\u011b\u0161n\u00e9 \u0159e\u0161en\u00ed konkurence? \u010cel\u00ed regulatorn\u00edmu tlaku? Tyto faktory z\u00e1sadn\u011b ovliv\u0148uj\u00ed, jak z\u00e1kazn\u00edk vn\u00edm\u00e1 nab\u00eddku \u2013 a p\u0159esto se jen z\u0159\u00eddka objevuj\u00ed ve strukturovan\u00fdch datech CRM.<\/p>\n<p>Pr\u00e1v\u011b zde vstupuj\u00ed do hry kvalitativn\u00ed data a systematick\u00e1 anal\u00fdza t\u00e9mat. Podle studie McKinsey firmy, kter\u00e9 efektivn\u011b kombinuj\u00ed kvantitativn\u00ed a kvalitativn\u00ed z\u00e1kaznick\u00e1 data, dosahuj\u00ed a\u017e o 85 % vy\u0161\u0161\u00edho r\u016fstu prodej\u016f ne\u017e konkurence (McKinsey, The value of getting personalization right, 2021). Nejde p\u0159itom o v\u00edce dat, ale o hlub\u0161\u00ed porozum\u011bn\u00ed.<\/p>\n<p>N\u00e1stroje zam\u011b\u0159en\u00e9 na anal\u00fdzu z\u00e1kaznick\u00e9 zp\u011btn\u00e9 vazby (nap\u0159. InsightSofa) umo\u017e\u0148uj\u00ed identifikovat kl\u00ed\u010dov\u00e9 motivace a bari\u00e9ry v jednotliv\u00fdch segmentech a p\u0159ev\u00e9st je do konkr\u00e9tn\u00edch zm\u011bn \u2013 nejen v marketingu, ale i v obchodn\u00edch procesech nebo produktov\u00e9 strategii.<\/p>\n<h2>Relevance jako z\u00e1klad d\u016fv\u011bry<\/h2>\n<p>V B2B prost\u0159ed\u00ed je d\u016fv\u011bra kl\u00ed\u010dovou m\u011bnou. A nevznik\u00e1 t\u00edm, \u017ee firma uk\u00e1\u017ee, kolik toho o z\u00e1kazn\u00edkovi v\u00ed. Vznik\u00e1 t\u00edm, \u017ee mu pom\u00e1h\u00e1 d\u011blat lep\u0161\u00ed rozhodnut\u00ed.<\/p>\n<p><strong>Relevantn\u00ed komunikace:<\/strong><\/p>\n<ul>\n<li>zjednodu\u0161uje komplexitu<\/li>\n<li>respektuje \u010das z\u00e1kazn\u00edka<\/li>\n<li>p\u0159in\u00e1\u0161\u00ed nov\u00e9 vhledy m\u00edsto opakov\u00e1n\u00ed produktov\u00fdch benefit\u016f<\/li>\n<li>vyv\u00edj\u00ed se spolu se vztahem<\/li>\n<\/ul>\n<p>Podle Edelman Trust Barometer (2023) pova\u017euje 71 % B2B decision-maker\u016f schopnost dodavatele porozum\u011bt jejich byznysu za kl\u00ed\u010dov\u00fd faktor d\u016fv\u011bry. Nejde tedy o to \u201ezn\u00e1t z\u00e1kazn\u00edka\u201c, ale rozum\u011bt jeho situaci.<\/p>\n<p>Firmy, kter\u00e9 systematicky m\u011b\u0159\u00ed a \u0159\u00edd\u00ed z\u00e1kaznickou zku\u0161enost nap\u0159\u00ed\u010d cel\u00fdm n\u00e1kupn\u00edm cyklem, z\u00edsk\u00e1vaj\u00ed konkuren\u010dn\u00ed v\u00fdhodu. Ne proto, \u017ee by l\u00e9pe personalizovaly. Ale proto, \u017ee l\u00e9pe ch\u00e1pou.<\/p>\n<p>Personalizace \u0159\u00edk\u00e1: <strong>\u201eV\u00edme, kdo jste.\u201c<\/strong><br \/>\nRelevance \u0159\u00edk\u00e1: <strong>\u201eRozum\u00edme tomu, \u010d\u00edm pr\u00e1v\u011b proch\u00e1z\u00edte.\u201c<\/strong><\/p>\n<p>A pr\u00e1v\u011b v tomto rozd\u00edlu se dnes rozhoduje o tom, kdo v B2B usp\u011bje.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Je\u0161t\u011b p\u0159ed n\u011bkolika lety byla personalizace v B2B prost\u0159ed\u00ed vn\u00edm\u00e1na  [&#8230;]<\/p>\n","protected":false},"author":4,"featured_media":2811,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[51,72],"tags":[],"class_list":["post-2810","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cx-technologie-a-trendy","category-vsechny-clanky"],"_links":{"self":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2810","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/comments?post=2810"}],"version-history":[{"count":3,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2810\/revisions"}],"predecessor-version":[{"id":3408,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2810\/revisions\/3408"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media\/2811"}],"wp:attachment":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media?parent=2810"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/categories?post=2810"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/tags?post=2810"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}