{"id":2871,"date":"2025-03-19T21:15:12","date_gmt":"2025-03-19T20:15:12","guid":{"rendered":"https:\/\/www.insightsofa.com\/xpulse\/uncategorized-cs\/how-to-do-cross-sell-and-up-sell-today\/"},"modified":"2026-03-29T16:13:59","modified_gmt":"2026-03-29T14:13:59","slug":"spokojeny-zakaznik-je-nejlepsi-prodejce","status":"publish","type":"post","link":"https:\/\/www.insightsofa.com\/cs\/spokojeny-zakaznik-je-nejlepsi-prodejce\/","title":{"rendered":"Spokojen\u00fd z\u00e1kazn\u00edk je nejlep\u0161\u00ed prodejce"},"content":{"rendered":"

V dob\u011b, kdy akvizi\u010dn\u00ed n\u00e1klady rostou a loajalita z\u00e1kazn\u00edk\u016f kles\u00e1, se firmy st\u00e1le \u010dast\u011bji vracej\u00ed k jednomu z\u00e1kladn\u00edmu principu: r\u016fst neza\u010d\u00edn\u00e1 u nov\u00fdch z\u00e1kazn\u00edk\u016f, ale u t\u011bch st\u00e1vaj\u00edc\u00edch<\/strong>. Nejde p\u0159itom jen o opakovan\u00e9 n\u00e1kupy. Kl\u00ed\u010dov\u00fdm, a \u010dasto podce\u0148ovan\u00fdm, faktorem je ochota z\u00e1kazn\u00edk\u016f p\u0159ij\u00edmat dal\u0161\u00ed nab\u00eddky – tedy cross-sell a up-sell.<\/p>\n

Podle anal\u00fdzy McKinsey & Company mohou firmy zv\u00fd\u0161it sv\u00e9 tr\u017eby o 10\u201330 % d\u00edky efektivn\u00ed pr\u00e1ci se st\u00e1vaj\u00edc\u00ed z\u00e1kaznickou z\u00e1kladnou. Je\u0161t\u011b konkr\u00e9tn\u011bj\u0161\u00ed pohled p\u0159in\u00e1\u0161\u00ed v\u00fdzkumy v oblasti z\u00e1kaznick\u00e9 zku\u0161enosti (CX \u2013 Customer Experience): z\u00e1kazn\u00edci s pozitivn\u00ed zku\u0161enost\u00ed jsou a\u017e o 50 % ochotn\u011bj\u0161\u00ed p\u0159ijmout nab\u00eddku dopl\u0148kov\u00fdch produkt\u016f \u010di slu\u017eeb.<\/strong> Tento efekt nen\u00ed n\u00e1hodn\u00fd. Je v\u00fdsledkem d\u016fv\u011bry.<\/p>\n

D\u016fv\u011bra jako ekonomick\u00e1 veli\u010dina<\/h2>\n

Z\u00e1kaznick\u00e1 spokojenost dnes nen\u00ed \u201em\u011bkk\u00fd\u201c ukazatel. M\u00e1 p\u0159\u00edm\u00fd dopad na obchodn\u00ed v\u00fdsledky. Studie PwC (2023) ukazuje, \u017ee 73 % z\u00e1kazn\u00edk\u016f pova\u017euje zku\u0161enost za kl\u00ed\u010dov\u00fd faktor p\u0159i rozhodov\u00e1n\u00ed o n\u00e1kupu – hned po cen\u011b a produktu. Jin\u00fdmi slovy: i ten nejlep\u0161\u00ed produkt sel\u017ee, pokud je doprov\u00e1zen \u0161patnou zku\u0161enost\u00ed.<\/p>\n

Naopak pozitivn\u00ed zku\u0161enost vytv\u00e1\u0159\u00ed psychologick\u00fd kontrakt mezi z\u00e1kazn\u00edkem a zna\u010dkou.<\/strong> Pokud z\u00e1kazn\u00edk c\u00edt\u00ed, \u017ee mu firma rozum\u00ed a reaguje na jeho pot\u0159eby, roste jeho ochota investovat v\u00edce – nejen finan\u010dn\u011b, ale i ve form\u011b d\u016fv\u011bry a loajality.<\/p>\n

Pr\u00e1v\u011b v tomto momentu vznik\u00e1 prostor pro dal\u0161\u00ed nab\u00eddky. Ne jako agresivn\u00ed prodej, ale jako logick\u00e9 pokra\u010dov\u00e1n\u00ed vztahu.<\/p>\n

Pro\u010d firmy selh\u00e1vaj\u00ed v cross-sellu<\/h2>\n

Navzdory dostupn\u00fdm dat\u016fm v\u011bt\u0161ina firem st\u00e1le p\u0159istupuje k cross-sellu transak\u010dn\u011b. Nab\u00eddky jsou plo\u0161n\u00e9, \u0161patn\u011b na\u010dasovan\u00e9 a \u010dasto nereflektuj\u00ed aktu\u00e1ln\u00ed kontext z\u00e1kazn\u00edka.<\/p>\n

V\u00fdzkum Salesforce (State of the Connected Customer, 2024) ukazuje, \u017ee:<\/p>\n

    \n
  • 66 % z\u00e1kazn\u00edk\u016f o\u010dek\u00e1v\u00e1, \u017ee firmy porozum\u00ed jejich individu\u00e1ln\u00edm pot\u0159eb\u00e1m,<\/li>\n
  • ale pouze 34 % m\u00e1 pocit, \u017ee se to skute\u010dn\u011b d\u011bje.<\/li>\n<\/ul>\n

    Tato mezera p\u0159edstavuje nevyu\u017eit\u00fd obchodn\u00ed potenci\u00e1l.<\/p>\n

    Zku\u0161enost jako p\u0159edpoklad pro dal\u0161\u00ed prodej<\/h2>\n

    Z\u00e1sadn\u00ed ot\u00e1zka tedy nezn\u00ed \u201ejak l\u00e9pe prod\u00e1vat\u201c, ale \u201ejak l\u00e9pe naslouchat\u201c<\/strong>. Ka\u017ed\u00fd kontakt se z\u00e1kazn\u00edkem – od prvn\u00edho dotazu po post-servisn\u00ed komunikaci – formuje jeho ochotu pokra\u010dovat ve vztahu.<\/p>\n

    Firmy, kter\u00e9 systematicky \u0159\u00edd\u00ed z\u00e1kaznickou zku\u0161enost, pracuj\u00ed s n\u011bkolika kl\u00ed\u010dov\u00fdmi principy:<\/p>\n

    Okam\u017eit\u00e1 zp\u011btn\u00e1 vazba:<\/strong> schopnost zachytit z\u00e1kaznick\u00fd sentiment v re\u00e1ln\u00e9m \u010dase. Podle Gartneru firmy, kter\u00e9 aktivn\u011b pracuj\u00ed s feedbackem, zvy\u0161uj\u00ed retenci a\u017e o 15 %.
    \nIdentifikace \u201emoment\u016f pravdy:<\/strong> konkr\u00e9tn\u00ed interakce, kter\u00e9 maj\u00ed z\u00e1sadn\u00ed vliv na celkov\u00e9 vn\u00edm\u00e1n\u00ed zna\u010dky.
    \nPersonalizace:<\/strong> nikoli na \u00farovni segmentu, ale jednotlivce. Accenture uv\u00e1d\u00ed, \u017ee 91 % z\u00e1kazn\u00edk\u016f preferuje zna\u010dky, kter\u00e9 jim nab\u00edzej\u00ed relevantn\u00ed doporu\u010den\u00ed.<\/p>\n

    Data jako most mezi zku\u0161enost\u00ed a r\u016fstem<\/h2>\n

    Pr\u00e1v\u011b zde vstupuj\u00ed do hry n\u00e1stroje jako InsightSofa. Jejich p\u0159\u00ednos nespo\u010d\u00edv\u00e1 jen ve sb\u011bru dat, ale v jejich interpretaci a aplikaci v re\u00e1ln\u00e9m \u010dase.<\/p>\n

    Z pohledu \u0159\u00edzen\u00ed CX a EX (Employee Experience) m\u00e1 podobn\u00e1 platforma n\u011bkolik z\u00e1sadn\u00edch p\u0159\u00ednos\u016f:<\/p>\n

    1. Zachycen\u00ed reality v re\u00e1ln\u00e9m \u010dase<\/strong>
    \nNam\u00edsto zp\u011btn\u00e9ho vyhodnocov\u00e1n\u00ed kvart\u00e1ln\u00edch pr\u016fzkum\u016f z\u00edsk\u00e1vaj\u00ed firmy okam\u017eit\u00fd vhled do z\u00e1kaznick\u00e9 zku\u0161enosti. To umo\u017e\u0148uje reagovat d\u0159\u00edve, ne\u017e se nespokojenost prom\u011bn\u00ed v odchod.<\/p>\n

    2. Prioritizace na z\u00e1klad\u011b dat<\/strong>
    \nNe v\u0161echny podn\u011bty maj\u00ed stejnou v\u00e1hu. Anal\u00fdza kl\u00ed\u010dov\u00fdch faktor\u016f spokojenosti pom\u00e1h\u00e1 identifikovat, co skute\u010dn\u011b ovliv\u0148uje loajalitu – a co je pouze \u201e\u0161um\u201c.<\/p>\n

    3. P\u0159irozen\u00e9 odhalov\u00e1n\u00ed obchodn\u00edch p\u0159\u00edle\u017eitost\u00ed<\/strong>
    \nNejefektivn\u011bj\u0161\u00ed cross-sell nevznik\u00e1 v CRM syst\u00e9mu, ale v autentick\u00e9 zp\u011btn\u00e9 vazb\u011b z\u00e1kazn\u00edka. Pokud z\u00e1kazn\u00edk s\u00e1m signalizuje pot\u0159ebu, pravd\u011bpodobnost konverze dramaticky roste.<\/p>\n

    4. Personalizace jako standard, nikoli v\u00fdjimka<\/strong>
    \nDetailn\u00ed znalost z\u00e1kazn\u00edka umo\u017e\u0148uje firm\u00e1m p\u0159ej\u00edt od kampan\u00ed k dialogu. A pr\u00e1v\u011b dialog je z\u00e1kladem dlouhodob\u00e9 hodnoty (CLV \u2013 Customer Lifetime Value).<\/p>\n

    5. Propojen\u00ed CX a EX<\/strong>
    \nSpokojen\u00fd z\u00e1kazn\u00edk je t\u00e9m\u011b\u0159 v\u017edy v\u00fdsledkem dob\u0159e funguj\u00edc\u00edho intern\u00edho prost\u0159ed\u00ed. Data ze z\u00e1kaznick\u00e9 zku\u0161enosti mohou slou\u017eit i jako zp\u011btn\u00e1 vazba pro zam\u011bstnance a \u0159\u00edzen\u00ed jejich v\u00fdkonu.<\/p>\n

    Od spokojenosti k r\u016fstu<\/h2>\n

    Spokojenost sama o sob\u011b nesta\u010d\u00ed. Kl\u00ed\u010dov\u00e9 je, jak s n\u00ed firma pracuje. Organizace, kter\u00e9 dok\u00e1\u017eou p\u0159ev\u00e9st z\u00e1kaznickou zku\u0161enost do konkr\u00e9tn\u00edch obchodn\u00edch rozhodnut\u00ed, z\u00edsk\u00e1vaj\u00ed konkuren\u010dn\u00ed v\u00fdhodu, kterou nelze snadno replikovat.<\/p>\n

    Bain & Company dlouhodob\u011b ukazuje, \u017ee firmy s nadpr\u016fm\u011brn\u00fdm Net Promoter Score (NPS \u2013 ukazatel loajality z\u00e1kazn\u00edk\u016f) rostou v\u00edce ne\u017e dvakr\u00e1t rychleji ne\u017e jejich konkurence.<\/p>\n

    D\u016fvod je jednoduch\u00fd: spokojen\u00fd z\u00e1kazn\u00edk nen\u00ed jen loaj\u00e1ln\u00ed. Je otev\u0159en\u00fd. A pr\u00e1v\u011b tato otev\u0159enost je nejcenn\u011bj\u0161\u00ed obchodn\u00ed p\u0159\u00edle\u017eitost\u00ed, kterou firma m\u00e1.<\/strong><\/p>\n

    Ot\u00e1zka tedy nestoj\u00ed, zda investovat do z\u00e1kaznick\u00e9 zku\u0161enosti. Skute\u010dn\u00e1 ot\u00e1zka zn\u00ed: kolik r\u016fstu si firma nech\u00e1v\u00e1 unikat t\u00edm, \u017ee ji ne\u0159\u00edd\u00ed systematicky.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

    V dob\u011b, kdy akvizi\u010dn\u00ed n\u00e1klady rostou a loajalita z\u00e1kazn\u00edk\u016f kles\u00e1, […]<\/p>\n","protected":false},"author":4,"featured_media":2866,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[55,72],"tags":[],"class_list":["post-2871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie","category-vsechny-clanky"],"_links":{"self":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2871","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=2871"}],"version-history":[{"count":3,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2871\/revisions"}],"predecessor-version":[{"id":3578,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2871\/revisions\/3578"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media\/2866"}],"wp:attachment":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media?parent=2871"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/categories?post=2871"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/tags?post=2871"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}