{"id":2876,"date":"2025-03-19T16:41:48","date_gmt":"2025-03-19T15:41:48","guid":{"rendered":"https:\/\/www.insightsofa.com\/xpulse\/uncategorized-cs\/case-study-implementing-cx-for-a-heat-pump-manufacturer\/"},"modified":"2026-03-27T15:12:25","modified_gmt":"2026-03-27T14:12:25","slug":"kde-se-rozhoduje-o-nakupu-a-proc-tam-firmy-selhavaji","status":"publish","type":"post","link":"https:\/\/www.insightsofa.com\/cs\/kde-se-rozhoduje-o-nakupu-a-proc-tam-firmy-selhavaji\/","title":{"rendered":"Kde se rozhoduje o n\u00e1kupu a pro\u010d tam firmy selh\u00e1vaj\u00ed"},"content":{"rendered":"

M\u011b\u0159it zku\u0161enost jen po n\u00e1kupu nesta\u010d\u00ed. Jak jeden v\u00fdrobce tepeln\u00fdch \u010derpadel odhalil slab\u00e1 m\u00edsta v rozhodovac\u00ed f\u00e1zi z\u00e1kazn\u00edk\u016f<\/strong><\/p>\n

Na prvn\u00ed pohled \u0161lo o klasick\u00fd obchodn\u00ed probl\u00e9m: siln\u00e1 popt\u00e1vka, vysok\u00fd po\u010det popt\u00e1vek, ale neuspokojiv\u00e1 konverze do skute\u010dn\u00fdch prodej\u016f. V p\u0159\u00edpad\u011b p\u0159edn\u00edho evropsk\u00e9ho v\u00fdrobce tepeln\u00fdch \u010derpadel, kter\u00fd operuje v pr\u00e9miov\u00e9m segmentu, v\u0161ak jednoduch\u00e1 odpov\u011b\u010f neexistovala.<\/p>\n

Byla cena p\u0159\u00edli\u0161 vysok\u00e1? Nedok\u00e1zala firma dostate\u010dn\u011b komunikovat hodnotu sv\u00fdch produkt\u016f? Nebo selh\u00e1val obchodn\u00ed t\u00fdm? Anebo se probl\u00e9m skr\u00fdval v m\u00e9n\u011b viditeln\u00e9 \u010d\u00e1sti z\u00e1kaznick\u00e9 cesty?<\/p>\n

Nam\u00edsto rychl\u00fdch z\u00e1v\u011br\u016f padlo rozhodnut\u00ed pod\u00edvat se na cel\u00fd proces optikou customer experience (CX)<\/strong> – z\u00e1kaznick\u00e9 zku\u0161enosti – a to v re\u00e1ln\u00e9m \u010dase. Kl\u00ed\u010dovou roli v t\u00e9to transformaci sehr\u00e1la implementace platformy InsightSofa.<\/p>\n

Od marketingu po podpis smlouvy: hled\u00e1n\u00ed kritick\u00fdch moment\u016f<\/h2>\n

Z\u00e1kladn\u00ed premisa byla jednoduch\u00e1, ale v praxi \u010dasto opom\u00edjen\u00e1: pokud chceme pochopit, pro\u010d z\u00e1kazn\u00edk nenakoup\u00ed, mus\u00edme sledovat jeho zku\u0161enost je\u0161t\u011b p\u0159ed samotn\u00fdm n\u00e1kupem.<\/p>\n

Anal\u00fdza proto pokryla celou cestu z\u00e1kazn\u00edka \u2013 od prvn\u00edho kontaktu s marketingovou kampan\u00ed a\u017e po fin\u00e1ln\u00ed rozhodnut\u00ed. Kl\u00ed\u010dov\u00fdm krokem bylo identifikovat tzv. touchpointy<\/strong> (body kontaktu), ve kter\u00fdch m\u00e1 smysl sb\u00edrat zp\u011btnou vazbu.<\/p>\n

Z\u00e1rove\u0148 bylo nutn\u00e9 nastavit dv\u011b zd\u00e1nliv\u011b protich\u016fdn\u00e9 v\u011bci:<\/p>\n

    \n
  • z\u00edskat dostatek relevantn\u00edch dat<\/li>\n
  • nezahlcovat z\u00e1kazn\u00edka nadm\u011brn\u00fdm dotazov\u00e1n\u00edm<\/li>\n<\/ul>\n

    Podle studie Qualtrics XM Institute (2023) je p\u0159itom pr\u00e1v\u011b \u201esurvey fatigue\u201c jedn\u00edm z hlavn\u00edch d\u016fvod\u016f poklesu kvality zp\u011btn\u00e9 vazby \u2013 a\u017e 67 % respondent\u016f uv\u00e1d\u00ed, \u017ee p\u0159\u00edli\u0161 \u010dast\u00e9 dotazov\u00e1n\u00ed negativn\u011b ovliv\u0148uje jejich ochotu odpov\u00eddat.<\/p>\n

    Kde p\u0159esn\u011b m\u011b\u0159it: od webu po cenovou nab\u00eddku<\/h2>\n

    Implementace se zam\u011b\u0159ila na n\u011bkolik kl\u00ed\u010dov\u00fdch moment\u016f, kter\u00e9 z\u00e1sadn\u011b ovliv\u0148uj\u00ed rozhodov\u00e1n\u00ed z\u00e1kazn\u00edka.<\/p>\n

    1. Web jako prvn\u00ed filtr o\u010dek\u00e1v\u00e1n\u00ed<\/h3>\n

    Homepage<\/strong>
    \nPrvn\u00ed kontakt s firmou. Vedle standardn\u00edch analytick\u00fdch n\u00e1stroj\u016f (nap\u0159. Google Analytics) byla p\u0159id\u00e1na i p\u0159\u00edm\u00e1 ot\u00e1zka na zdroj n\u00e1v\u0161t\u011bvy. D\u016fvod? Offline kan\u00e1ly jako r\u00e1dio nebo billboardy se v datech \u010dasto ztr\u00e1c\u00ed.<\/p>\n

    Produktov\u00e1 str\u00e1nka<\/strong>
    \nPokud u\u017eivatel str\u00e1vil na str\u00e1nce v\u00edce \u010dasu nebo si st\u00e1hl technick\u00fd list, byl osloven s kr\u00e1tk\u00fdm dotazem:<\/p>\n

      \n
    • Co ho na produktu zaujalo?<\/li>\n
    • Jak\u00e9 parametry jsou pro n\u011bj kl\u00ed\u010dov\u00e9?<\/li>\n
    • Co by zlep\u0161il?<\/li>\n<\/ul>\n

      Tento p\u0159\u00edstup odpov\u00edd\u00e1 doporu\u010den\u00edm McKinsey (2022), podle nich\u017e firmy, kter\u00e9 systematicky sb\u00edraj\u00ed zp\u011btnou vazbu v ran\u00fdch f\u00e1z\u00edch rozhodov\u00e1n\u00ed, dosahuj\u00ed a\u017e o 20 % vy\u0161\u0161\u00ed pravd\u011bpodobnosti konverze.<\/p>\n

      -2. Moment rozhodov\u00e1n\u00ed: kde se l\u00e1me obchod<\/h3>\n

      Odesl\u00e1n\u00ed popt\u00e1vky<\/strong>
      \nPokud z\u00e1kazn\u00edk nebyl osloven d\u0159\u00edve, p\u0159ich\u00e1z\u00ed prostor zde. Firma zji\u0161\u0165ovala:<\/p>\n

        \n
      • pro\u010d si z\u00e1kazn\u00edk vybral pr\u00e1v\u011b tento produkt<\/li>\n
      • jak\u00e1 jsou jeho o\u010dek\u00e1v\u00e1n\u00ed<\/li>\n<\/ul>\n

        T\u00edm vznikl kontext pro dal\u0161\u00ed pr\u00e1ci obchodn\u00edho t\u00fdmu.<\/p>\n

        Odesl\u00e1n\u00ed cenov\u00e9 nab\u00eddky<\/strong>
        \nZde se uk\u00e1zal jeden z nejd\u016fle\u017eit\u011bj\u0161\u00edch insight\u016f. Anal\u00fdza dat odhalila, \u017ee v\u011bt\u0161ina z\u00e1kazn\u00edk\u016f reaguje do 7 dn\u016f. Pokud se tak nestalo, byl osm\u00fd den spu\u0161t\u011bn follow-up dotazn\u00edk.<\/p>\n

        C\u00edlem nebylo urgovat, ale pochopit:<\/p>\n

          \n
        • co z\u00e1kazn\u00edka brzd\u00ed<\/li>\n
        • jak vn\u00edm\u00e1 cenu<\/li>\n
        • co by ho p\u0159esv\u011bd\u010dilo k n\u00e1kupu<\/li>\n<\/ul>\n

          Podle Gartner (2021) a\u017e 77 % B2B z\u00e1kazn\u00edk\u016f ozna\u010duje n\u00e1kupn\u00ed proces za \u201ekomplikovan\u00fd nebo velmi komplikovan\u00fd\u201c. Pr\u00e1v\u011b v t\u00e9to f\u00e1zi se \u010dasto rozhoduje \u2013 a z\u00e1rove\u0148 se nejm\u00e9n\u011b m\u011b\u0159\u00ed.<\/p>\n

          Kdy\u017e data nesta\u010d\u00ed: rozhoduje reakce organizace<\/h2>\n

          Samotn\u00fd sb\u011br dat by byl bezcenn\u00fd bez jasn\u011b definovan\u00fdch proces\u016f. Kl\u00ed\u010dovou sou\u010d\u00e1st\u00ed implementace proto bylo nastaven\u00ed odpov\u011bdnost\u00ed a automatizace.<\/p>\n

          Ka\u017ed\u00fd typ probl\u00e9mu m\u011bl sv\u00e9ho vlastn\u00edka:<\/p>\n

            \n
          • cenov\u00e1 nejistota \u2192 obchodn\u00edk podle regionu a produktu<\/li>\n
          • technick\u00e9 dotazy \u2192 technick\u00fd specialista<\/li>\n
          • nejasn\u00e1 komunikace \u2192 marketing<\/li>\n<\/ul>\n

            Tento model odpov\u00edd\u00e1 princip\u016fm tzv. closed-loop feedback<\/strong> (uzav\u0159en\u00e1 smy\u010dka zp\u011btn\u00e9 vazby), kter\u00fd podle Forrester Research (2020) pat\u0159\u00ed mezi nejefektivn\u011bj\u0161\u00ed n\u00e1stroje pro zlep\u0161en\u00ed CX \u2013 firmy, kter\u00e9 jej systematicky vyu\u017e\u00edvaj\u00ed, dosahuj\u00ed vy\u0161\u0161\u00ed retence i r\u016fstu tr\u017eeb.<\/p>\n

            Co se zm\u011bnilo: organizace za\u010dala reagovat v re\u00e1ln\u00e9m \u010dase<\/h2>\n

            Po spu\u0161t\u011bn\u00ed syst\u00e9mu se neza\u010dala m\u011bnit jen data \u2013 za\u010dala se m\u011bnit samotn\u00e1 organizace.<\/p>\n

            Marketing zp\u0159esnil komunikaci na z\u00e1klad\u011b toho, co z\u00e1kazn\u00edci skute\u010dn\u011b pova\u017euj\u00ed za hodnotn\u00e9.
            \nObchodn\u00ed t\u00fdm z\u00edskal zp\u011btnou vazbu je\u0161t\u011b p\u0159ed t\u00edm, ne\u017e z\u00e1kazn\u00edk ode\u0161el ke konkurenci.
            \nT\u00fdmy odpov\u011bdn\u00e9 za retenci dok\u00e1zaly v\u010das zachytit cenov\u00e9 bari\u00e9ry.<\/p>\n

            Z\u00e1sadn\u00ed zm\u011bna v\u0161ak nastala v o\u010d\u00edch z\u00e1kazn\u00edk\u016f.<\/p>\n

            Najednou nebyli oslovov\u00e1ni generick\u00fdmi follow-upy, ale konkr\u00e9tn\u00edmi reakcemi na jejich situaci. Firma nep\u016fsobila jako prodejce, ale jako partner, kter\u00fd rozum\u00ed jejich rozhodov\u00e1n\u00ed.<\/strong><\/p>\n

            Podle PwC Future of Customer Experience Survey (2018) je p\u0159itom pr\u00e1v\u011b pocit, \u017ee firma \u201erozum\u00ed m\u00fdm pot\u0159eb\u00e1m\u201c, jedn\u00edm z nejsiln\u011bj\u0161\u00edch driver\u016f loajality \u2013 uv\u00e1d\u00ed jej 73 % z\u00e1kazn\u00edk\u016f.<\/p>\n

            CX nekon\u010d\u00ed n\u00e1kupem. A \u010dasto tam ani neza\u010d\u00edn\u00e1<\/h2>\n

            Tradi\u010dn\u00ed p\u0159\u00edstup ke customer experience se soust\u0159ed\u00ed na spokojenost st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f. Tento projekt ale ukazuje, \u017ee kl\u00ed\u010dov\u00e1 \u010d\u00e1st zku\u0161enosti se odehr\u00e1v\u00e1 je\u0161t\u011b p\u0159ed n\u00e1kupem.<\/p>\n

            Pr\u00e1v\u011b zde vznikaj\u00ed pochybnosti, bari\u00e9ry i rozhodnut\u00ed odej\u00edt ke konkurenci.<\/p>\n

            Uzav\u0159en\u00edm cel\u00e9 z\u00e1kaznick\u00e9 cesty \u2013 od prvn\u00edho kontaktu a\u017e po post-purchase f\u00e1zi \u2013 se firm\u011b poda\u0159ilo nejen zv\u00fd\u0161it konverzi, ale p\u0159edev\u0161\u00edm pochopit, co z\u00e1kazn\u00edci skute\u010dn\u011b pot\u0159ebuj\u00ed v moment\u011b, kdy se rozhoduj\u00ed.<\/p>\n

            A to je mo\u017en\u00e1 nejd\u016fle\u017eit\u011bj\u0161\u00ed lekce:<\/p>\n

            Nem\u011b\u0159te jen spokojenost t\u011bch, kte\u0159\u00ed u\u017e nakoupili. Nejv\u011bt\u0161\u00ed p\u0159\u00edle\u017eitost se skr\u00fdv\u00e1 u t\u011bch, kte\u0159\u00ed se teprve rozhoduj\u00ed.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

            M\u011b\u0159it zku\u0161enost jen po n\u00e1kupu nesta\u010d\u00ed. Jak jeden v\u00fdrobce tepeln\u00fdch […]<\/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-2876","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\/2876","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=2876"}],"version-history":[{"count":2,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2876\/revisions"}],"predecessor-version":[{"id":3602,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2876\/revisions\/3602"}],"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=2876"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/categories?post=2876"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/tags?post=2876"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}