{"id":2875,"date":"2025-03-19T16:44:52","date_gmt":"2025-03-19T15:44:52","guid":{"rendered":"https:\/\/www.insightsofa.com\/xpulse\/uncategorized-cs\/case-study-implementing-cx-for-a-leading-e-commerce-provider\/"},"modified":"2026-03-27T14:45:19","modified_gmt":"2026-03-27T13:45:19","slug":"58-dotyku-ktere-rozhoduji-o-lidrovi-trhu","status":"publish","type":"post","link":"https:\/\/www.insightsofa.com\/cs\/58-dotyku-ktere-rozhoduji-o-lidrovi-trhu\/","title":{"rendered":"58 dotyk\u016f kter\u00e9 rozhoduj\u00ed o l\u00eddrovi trhu"},"content":{"rendered":"

Na prvn\u00ed pohled jde o dal\u0161\u00ed p\u0159\u00edklad \u201edob\u0159e \u0159\u00edzen\u00e9 z\u00e1kaznick\u00e9 zku\u0161enosti\u201c. Ve skute\u010dnosti ale tento projekt ukazuje n\u011bco podstatn\u011bj\u0161\u00edho: posun od d\u00edl\u010d\u00edch iniciativ k systematick\u00e9mu \u0159\u00edzen\u00ed Customer Experience (CX) a Employee Experience (EX) jako jednoho propojen\u00e9ho ekosyst\u00e9mu.<\/p>\n

Jedna z nejv\u011bt\u0161\u00edch e-commerce spole\u010dnost\u00ed ve st\u0159edn\u00ed Evrop\u011b si polo\u017eila ambici\u00f3zn\u00ed ot\u00e1zku: co skute\u010dn\u011b znamen\u00e1 b\u00fdt l\u00eddrem trhu v dob\u011b, kdy produkt a cena p\u0159est\u00e1vaj\u00ed b\u00fdt diferencuj\u00edc\u00edm faktorem? Odpov\u011b\u010f nena\u0161la v marketingu ani v logistice, ale v detailn\u00edm pochopen\u00ed cel\u00e9 z\u00e1kaznick\u00e9 cesty.<\/p>\n

58 moment\u016f pravdy<\/h2>\n

B\u011bhem mapov\u00e1n\u00ed z\u00e1kaznick\u00e9 cesty (customer journey mapping) identifikoval t\u00fdm celkem 58 dotykov\u00fdch bod\u016f (touchpoints), kter\u00e9 ovliv\u0148uj\u00ed v\u00fdslednou zku\u0161enost z\u00e1kazn\u00edka.<\/strong> To samo o sob\u011b nen\u00ed neobvykl\u00e9 – nap\u0159\u00edklad podle studie McKinsey & Company (2016) organizace \u010dasto podce\u0148uj\u00ed po\u010det interakc\u00ed, kter\u00e9 formuj\u00ed z\u00e1kaznick\u00e9 vn\u00edm\u00e1n\u00ed zna\u010dky.<\/p>\n

Kl\u00ed\u010dov\u00e9 ale bylo, co n\u00e1sledovalo: firma si uv\u011bdomila, \u017ee kvalita zku\u0161enosti se nerozhoduje jen v \u201ehlavn\u00edch momentech\u201c (nap\u0159. n\u00e1kup), ale i v t\u011bch zd\u00e1nliv\u011b margin\u00e1ln\u00edch – doru\u010den\u00ed, komunikace se z\u00e1kaznickou podporou, vyu\u017eit\u00ed dopl\u0148kov\u00fdch slu\u017eeb.<\/p>\n

Tento p\u0159\u00edstup odpov\u00edd\u00e1 dlouhodob\u00fdm zji\u0161t\u011bn\u00edm v\u00fdzkumu Temkin Group (dnes sou\u010d\u00e1st Qualtrics XM Institute), podle kter\u00e9ho z\u00e1kazn\u00edci hodnot\u00ed zku\u0161enost kumulativn\u011b nap\u0159\u00ed\u010d interakcemi, nikoli izolovan\u011b.<\/p>\n

Data jako navigace, ne jako z\u00e1t\u011b\u017e<\/h2>\n

S rostouc\u00edm po\u010dtem touchpoint\u016f p\u0159ich\u00e1z\u00ed z\u00e1sadn\u00ed probl\u00e9m: komplexita. Firmy \u010dasto sb\u00edraj\u00ed velk\u00e9 mno\u017estv\u00ed dat, ale nedok\u00e1\u017eou je efektivn\u011b vyu\u017e\u00edt. Podle Gartner (2023) a\u017e 70 % CX projekt\u016f selh\u00e1v\u00e1 pr\u00e1v\u011b kv\u016fli neschopnosti organizace data operacionalizovat.<\/p>\n

Zde se uk\u00e1zala kl\u00ed\u010dov\u00e1 architektonick\u00e1 volba: decentralizace pohledu na data p\u0159i zachov\u00e1n\u00ed jednotn\u00e9 metriky.<\/p>\n

Ka\u017ed\u00e9 odd\u011blen\u00ed z\u00edskalo vlastn\u00ed prost\u0159ed\u00ed (InsightSofa instance), ve kter\u00e9m pracuje pouze s relevantn\u00edmi daty:<\/p>\n

T\u00fdmy na \u00farovni odd\u011blen\u00ed<\/strong> sleduj\u00ed metriky, kter\u00e9 p\u0159\u00edmo ovliv\u0148uj\u00ed jejich procesy
\nObchodn\u00ed \u0159editel\u00e9<\/strong> maj\u00ed okam\u017eit\u00fd p\u0159ehled o v\u00fdkonnosti sv\u00fdch t\u00fdm\u016f
\nProjektov\u00ed mana\u017ee\u0159i slu\u017eeb<\/strong> dost\u00e1vaj\u00ed konkr\u00e9tn\u00ed doporu\u010den\u00ed v re\u00e1ln\u00e9m \u010dase
\nTop management<\/strong> pracuje s jedn\u00edm agregovan\u00fdm ukazatelem \u2014 Satisfaction Index<\/p>\n

Tento model odpov\u00edd\u00e1 princip\u016fm tzv. \u201edemokratizace dat\u201c, o kter\u00e9 hovo\u0159\u00ed nap\u0159\u00edklad Harvard Business Review (Davenport, 2018): data maj\u00ed hodnotu pouze tehdy, pokud jsou dostupn\u00e1 t\u011bm, kte\u0159\u00ed podle nich rozhoduj\u00ed.<\/p>\n

Jedna metrika pro veden\u00ed, tis\u00edce sign\u00e1l\u016f v pozad\u00ed<\/h2>\n

Zaveden\u00ed jednoho vrcholov\u00e9ho ukazatele (Satisfaction Index) nen\u00ed jen ot\u00e1zkou p\u0159ehlednosti. Je to strategick\u00e9 rozhodnut\u00ed.<\/p>\n

Podle Bain & Company firmy, kter\u00e9 systematicky pracuj\u00ed s metrikou Net Promoter Score (NPS \u2013 ukazatel ochoty doporu\u010dit), rostou v pr\u016fm\u011bru 2\u20133\u00d7 rychleji ne\u017e jejich konkurence. Kl\u00ed\u010d ale nen\u00ed v samotn\u00e9 metrice \u2014 n\u00fdbr\u017e v jej\u00ed schopnosti propojit organizaci kolem spole\u010dn\u00e9ho c\u00edle.<\/p>\n

V tomto p\u0159\u00edpad\u011b Satisfaction Index pln\u00ed pr\u00e1v\u011b tuto roli:
\numo\u017e\u0148uje veden\u00ed rychle identifikovat probl\u00e9m nap\u0159\u00ed\u010d des\u00edtkami touchpoint\u016f, ani\u017e by se ztratilo v detailech.<\/p>\n

Z\u00e1kaznick\u00e1 zku\u0161enost nekon\u010d\u00ed u z\u00e1kazn\u00edka<\/h2>\n

Mo\u017en\u00e1 nejz\u00e1sadn\u011bj\u0161\u00ed rozhodnut\u00ed v\u0161ak p\u0159i\u0161lo ve chv\u00edli, kdy firma roz\u0161\u00ed\u0159ila m\u011b\u0159en\u00ed i na zam\u011bstnance.<\/p>\n

Employee Experience (EX) \u2014 tedy zku\u0161enost zam\u011bstnance nap\u0159\u00ed\u010d jeho \u201e\u017eivotn\u00edm cyklem\u201c ve firm\u011b \u2014 je dnes pova\u017eov\u00e1na za kl\u00ed\u010dov\u00fd faktor z\u00e1kaznick\u00e9 spokojenosti. Studie MIT Sloan (2020) ukazuje, \u017ee firmy s vysokou kvalitou EX dosahuj\u00ed a\u017e o 25 % vy\u0161\u0161\u00ed z\u00e1kaznick\u00e9 spokojenosti.<\/p>\n

Tato spole\u010dnost ne\u0161la cestou jednor\u00e1zov\u00fdch pr\u016fzkum\u016f. M\u00edsto toho vytvo\u0159ila kontinu\u00e1ln\u00ed zp\u011btnovazebn\u00ed smy\u010dku:<\/strong><\/p>\n

    \n
  • pravideln\u00e9 m\u011b\u0159en\u00ed spokojenosti zam\u011bstnanc\u016f<\/li>\n
  • systematick\u00fd sb\u011br n\u00e1vrh\u016f na zlep\u0161en\u00ed<\/li>\n
  • aktivn\u00ed reakce na podn\u011bty<\/li>\n
  • zapojen\u00ed kandid\u00e1t\u016f u\u017e ve f\u00e1zi n\u00e1boru<\/li>\n<\/ul>\n

    Zvl\u00e1\u0161tn\u00ed pozornost si zaslou\u017e\u00ed posledn\u00ed bod. Sb\u011br zp\u011btn\u00e9 vazby od kandid\u00e1t\u016f \u2014 \u010dasto opom\u00edjen\u00fd \u2014 je podle v\u00fdzkumu Talent Board (Candidate Experience Research, 2022) jedn\u00edm z nejsiln\u011bj\u0161\u00edch prediktor\u016f budouc\u00ed reputace zam\u011bstnavatele.<\/p>\n

    Technologie jako enabler, ne \u0159e\u0161en\u00ed<\/h2>\n

    Je l\u00e1kav\u00e9 vid\u011bt v tomto p\u0159\u00edb\u011bhu p\u0159edev\u0161\u00edm technologii. Ve skute\u010dnosti je technologie pouze prost\u0159edkem.<\/p>\n

    Rozd\u00edl spo\u010d\u00edv\u00e1 v tom, \u017ee firma p\u0159ijala zku\u0161enost (CX i EX) jako \u0159\u00eddic\u00ed discipl\u00ednu \u2014 nikoli jako projekt, kter\u00fd m\u00e1 za\u010d\u00e1tek a konec. To potvrzuje i v\u00fdzkum Forrester (2023): organizace, kter\u00e9 CX \u0159\u00edd\u00ed systematicky nap\u0159\u00ed\u010d odd\u011blen\u00edmi, dosahuj\u00ed vy\u0161\u0161\u00ed loajality z\u00e1kazn\u00edk\u016f i zam\u011bstnanc\u016f a z\u00e1rove\u0148 ni\u017e\u0161\u00edch provozn\u00edch n\u00e1klad\u016f.<\/p>\n

    Co si z toho odn\u00e9st<\/h2>\n

    Tento p\u0159\u00edpad ukazuje t\u0159i principy, kter\u00e9 odli\u0161uj\u00ed l\u00eddry od zbytku trhu:<\/p>\n

    Za prv\u00e9, zku\u0161enost je pot\u0159eba mapovat v cel\u00e9 jej\u00ed \u0161\u00ed\u0159i<\/strong> \u2014 ne jen v kl\u00ed\u010dov\u00fdch momentech.
    \nZa druh\u00e9, data mus\u00ed b\u00fdt distribuov\u00e1na tak, aby vedla k akci, ne k paral\u00fdze.<\/strong>
    \nA za t\u0159et\u00ed, z\u00e1kaznick\u00e1 zku\u0161enost je neodd\u011bliteln\u00e1 od t\u00e9 zam\u011bstnaneck\u00e9.<\/strong><\/p>\n

    Firmy, kter\u00e9 tyto principy ignoruj\u00ed, budou d\u00e1l optimalizovat jednotliv\u00e9 \u010d\u00e1sti syst\u00e9mu. Ty, kter\u00e9 je p\u0159ijmou, za\u010dnou \u0159\u00eddit celek.<\/p>\n

    A pr\u00e1v\u011b tam dnes vznik\u00e1 skute\u010dn\u00e1 konkuren\u010dn\u00ed v\u00fdhoda.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Na prvn\u00ed pohled jde o dal\u0161\u00ed p\u0159\u00edklad \u201edob\u0159e \u0159\u00edzen\u00e9 z\u00e1kaznick\u00e9 […]<\/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":[56,71],"tags":[],"class_list":["post-2875","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pripadove-studie","category-all-articles"],"_links":{"self":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2875","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=2875"}],"version-history":[{"count":3,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2875\/revisions"}],"predecessor-version":[{"id":3599,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2875\/revisions\/3599"}],"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=2875"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/categories?post=2875"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/tags?post=2875"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}