{"id":2879,"date":"2025-03-19T16:22:44","date_gmt":"2025-03-19T15:22:44","guid":{"rendered":"https:\/\/www.insightsofa.com\/xpulse\/uncategorized-cs\/case-study-implementing-cx-in-insurance\/"},"modified":"2026-03-27T16:12:15","modified_gmt":"2026-03-27T15:12:15","slug":"cx-jako-motor-zmeny-v-pojistovnictvi","status":"publish","type":"post","link":"https:\/\/www.insightsofa.com\/cs\/xpulse\/pripadove-studie\/cx-jako-motor-zmeny-v-pojistovnictvi\/","title":{"rendered":"CX jako motor zm\u011bny v poji\u0161\u0165ovnictv\u00ed"},"content":{"rendered":"

Poji\u0161\u0165ovnictv\u00ed dlouhodob\u011b fungovalo jako odv\u011btv\u00ed, kde produkt dominoval nad zku\u0161enost\u00ed<\/strong>. Klient si sjednal smlouvu, a pokud nenastal probl\u00e9m, vztah s poji\u0161\u0165ovnou z\u016fst\u00e1val prakticky neviditeln\u00fd. Tento model se v\u0161ak v posledn\u00ed dek\u00e1d\u011b z\u00e1sadn\u011b prom\u011bnil. S rostouc\u00ed digitalizac\u00ed a srovnatelnost\u00ed slu\u017eeb se z\u00e1kaznick\u00e1 zku\u0161enost (Customer Experience, CX) stala jedn\u00edm z hlavn\u00edch diferenci\u00e1tor\u016f.<\/p>\n

Podle studie PwC Future of Customer Experience Survey (2018) je 73 % z\u00e1kazn\u00edk\u016f p\u0159esv\u011bd\u010deno, \u017ee zku\u0161enost je kl\u00ed\u010dov\u00fdm faktorem p\u0159i jejich n\u00e1kupn\u00edm rozhodov\u00e1n\u00ed. V poji\u0161\u0165ovnictv\u00ed je tento trend je\u0161t\u011b v\u00fdrazn\u011bj\u0161\u00ed: produkty jsou \u010dasto komoditizovan\u00e9 a rozhoduje pr\u00e1v\u011b kvalita interakc\u00ed, rychlost \u0159e\u0161en\u00ed probl\u00e9m\u016f a transparentnost.<\/p>\n

Jedna z velk\u00fdch evropsk\u00fdch poji\u0161\u0165oven se proto rozhodla systematicky p\u0159ebudovat sv\u016fj p\u0159\u00edstup ke CX \u2013 nikoliv jako izolovanou iniciativu, ale jako organiza\u010dn\u00ed princip prostupuj\u00edc\u00ed celou firmou.<\/p>\n

V\u00edce ne\u017e jedno \u010d\u00edslo: Pro\u010d kombinace metrik d\u00e1v\u00e1 smysl<\/h2>\n

Jedn\u00edm z prvn\u00edch zji\u0161t\u011bn\u00ed bylo, \u017ee spol\u00e9hat se na jedinou metriku z\u00e1kaznick\u00e9 zku\u0161enosti vede k ne\u00fapln\u00e9mu obrazu. Tradi\u010dn\u011b pou\u017e\u00edvan\u00fd Net Promoter Score (NPS) sice dob\u0159e zachycuje loajalitu a ochotu doporu\u010dit zna\u010dku, ale neposkytuje dostate\u010dn\u00fd vhled do ka\u017edodenn\u00edch interakc\u00ed.<\/p>\n

Proto poji\u0161\u0165ovna zavedla kombinaci t\u0159\u00ed kl\u00ed\u010dov\u00fdch ukazatel\u016f:<\/p>\n

Net Promoter Score (NPS)<\/strong> – m\u011b\u0159\u00ed celkovou spokojenost a loajalitu, v\u010detn\u011b partnersk\u00fdch subjekt\u016f
\nCustomer Satisfaction Score (CSAT)<\/strong> – zachycuje kvalitu konkr\u00e9tn\u00edch interakc\u00ed, nap\u0159\u00edklad kontaktu s call centrem
\nCustomer Effort Score (CES)<\/strong> – hodnot\u00ed, jak n\u00e1ro\u010dn\u00e9 je pro z\u00e1kazn\u00edka (nebo zam\u011bstnance) vy\u0159e\u0161it konkr\u00e9tn\u00ed po\u017eadavek<\/p>\n

Tento p\u0159\u00edstup odpov\u00edd\u00e1 i z\u00e1v\u011br\u016fm v\u00fdzkumu spole\u010dnosti Gartner (2019), podle kter\u00e9ho organizace, kter\u00e9 kombinuj\u00ed v\u00edce CX metrik, dosahuj\u00ed o 20 % vy\u0161\u0161\u00ed p\u0159esnosti p\u0159i identifikaci kl\u00ed\u010dov\u00fdch probl\u00e9m\u016f v z\u00e1kaznick\u00e9 cest\u011b.<\/p>\n

V\u00fdsledkem nebylo jen v\u00edce dat, ale p\u0159edev\u0161\u00edm schopnost rozli\u0161it mezi \u201estrategick\u00fdmi\u201c a \u201eoperativn\u00edmi\u201c probl\u00e9my<\/strong> \u2013 tedy mezi t\u00edm, co ovliv\u0148uje dlouhodobou loajalitu, a t\u00edm, co zhor\u0161uje ka\u017edodenn\u00ed zku\u0161enost.<\/p>\n

Rychlost jako konkuren\u010dn\u00ed v\u00fdhoda<\/h2>\n

V poji\u0161\u0165ovnictv\u00ed se skute\u010dn\u00e1 kvalita slu\u017eby nepozn\u00e1 p\u0159i prodeji, ale ve chv\u00edli, kdy klient \u0159e\u0161\u00ed probl\u00e9m \u2013 typicky \u0161kodn\u00ed ud\u00e1lost nebo reklamaci.<\/p>\n

Pr\u00e1v\u011b zde poji\u0161\u0165ovna nastavila nov\u00e9 kl\u00ed\u010dov\u00e9 ukazatele v\u00fdkonnosti (Key Performance Indicators, KPI), zam\u011b\u0159en\u00e9 na:<\/p>\n

    \n
  • rychlost prvn\u00ed reakce<\/li>\n
  • celkov\u00fd \u010das vy\u0159e\u0161en\u00ed p\u0159\u00edpadu<\/li>\n<\/ul>\n

    Podle studie McKinsey (2020) maj\u00ed firmy, kter\u00e9 dok\u00e1\u017e\u00ed zkr\u00e1tit dobu \u0159e\u0161en\u00ed z\u00e1kaznick\u00fdch po\u017eadavk\u016f o 20 %, a\u017e o 15 % vy\u0161\u0161\u00ed m\u00edru retence klient\u016f.<\/p>\n

    Technologick\u00fdm z\u00e1kladem t\u00e9to zm\u011bny byl n\u00e1stroj InsightSofa, kter\u00fd:<\/p>\n

      \n
    • automaticky kategorizoval jednotliv\u00e9 p\u0159\u00edpady<\/li>\n
    • sledoval jejich pr\u016fb\u011bh v re\u00e1ln\u00e9m \u010dase<\/li>\n
    • p\u0159i zpo\u017ed\u011bn\u00ed automaticky eskaloval odpov\u011bdnost<\/li>\n<\/ul>\n

      Ne\u0161lo v\u0161ak jen o technologii. Kl\u00ed\u010dov\u00e9 bylo nastaven\u00ed proces\u016f a odpov\u011bdnost\u00ed tak, aby \u017e\u00e1dn\u00fd podn\u011bt \u201enezapadl\u201c.<\/strong> Rychlost reakce se stala m\u011b\u0159itelnou a transparentn\u00ed nap\u0159\u00ed\u010d organizac\u00ed.<\/p>\n

      Data bez kontextu nesta\u010d\u00ed: Role intern\u00edho tagov\u00e1n\u00ed<\/h2>\n

      Jedn\u00edm z nej\u010dast\u011bj\u0161\u00edch probl\u00e9m\u016f CX program\u016f je, \u017ee organizace sice sb\u00edraj\u00ed velk\u00e9 mno\u017estv\u00ed zp\u011btn\u00e9 vazby, ale nedok\u00e1\u017e\u00ed ji efektivn\u011b interpretovat.<\/p>\n

      Tato poji\u0161\u0165ovna proto zavedla systematick\u00fd proces intern\u00edho tagov\u00e1n\u00ed zp\u011btn\u00e9 vazby, kter\u00fd kombinuje automatizaci s lidsk\u00fdm vstupem.<\/p>\n

      Proces funguje ve t\u0159ech kroc\u00edch:<\/p>\n

      1. Automatick\u00e9 ozna\u010den\u00ed (tagging)<\/strong> na z\u00e1klad\u011b p\u0159eddefinovan\u00fdch pravidel
      \n2. Kontakt se z\u00e1kazn\u00edkem<\/strong>, jeho\u017e c\u00edlem je identifikovat skute\u010dnou p\u0159\u00ed\u010dinu probl\u00e9mu (tzv. root cause)
      \n3. Fin\u00e1ln\u00ed kategorizace<\/strong> zp\u011btn\u00e9 vazby zam\u011bstnancem<\/p>\n

      Tento p\u0159\u00edstup reflektuje poznatky Harvard Business Review (The Most Important Question You Can Ask Your Customers, Reichheld, 2003), kter\u00e9 upozor\u0148uj\u00ed, \u017ee samotn\u00e1 kvantitativn\u00ed data bez kvalitativn\u00edho kontextu vedou k chybn\u00fdm rozhodnut\u00edm.<\/p>\n

      D\u00edky kombinaci automatizace a lidsk\u00e9ho porozum\u011bn\u00ed z\u00edskala poji\u0161\u0165ovna mnohem p\u0159esn\u011bj\u0161\u00ed mapu probl\u00e9m\u016f<\/strong> \u2013 a schopnost prioritizovat ty, kter\u00e9 maj\u00ed nejv\u011bt\u0161\u00ed dopad na z\u00e1kaznickou zku\u0161enost.<\/p>\n

      CX jako organiza\u010dn\u00ed discipl\u00edna, ne projekt<\/h2>\n

      Nejd\u016fle\u017eit\u011bj\u0161\u00edm v\u00fdsledkem t\u00e9to transformace nebylo zaveden\u00ed nov\u00fdch n\u00e1stroj\u016f ani metrik. Byla j\u00edm zm\u011bna role CX v organizaci.<\/p>\n

      Z\u00e1kaznick\u00e1 zku\u0161enost se stala:<\/p>\n

        \n
      • zdrojem rozhodov\u00e1n\u00ed na \u00farovni managementu<\/li>\n
      • vstupem pro \u00fapravu proces\u016f i produkt\u016f<\/li>\n
      • n\u00e1strojem pro \u0159\u00edzen\u00ed v\u00fdkonnosti t\u00fdm\u016f<\/li>\n<\/ul>\n

        Podle studie Forrester (2021) dosahuj\u00ed firmy, kter\u00e9 systematicky integruj\u00ed CX do \u0159\u00edzen\u00ed, a\u017e o 1,6\u00d7 vy\u0161\u0161\u00ed r\u016fst p\u0159\u00edjm\u016f ne\u017e jejich konkurenti.<\/p>\n

        Od poskytovatele slu\u017eby k partnerovi<\/h2>\n

        V\u00fdsledkem t\u00e9to transformace je posun, kter\u00fd je pro cel\u00e9 odv\u011btv\u00ed z\u00e1sadn\u00ed: poji\u0161\u0165ovna p\u0159est\u00e1v\u00e1 b\u00fdt pasivn\u00edm poskytovatelem slu\u017eby a st\u00e1v\u00e1 se aktivn\u00edm partnerem z\u00e1kazn\u00edka.<\/strong><\/p>\n

        To se projevuje ve t\u0159ech rovin\u00e1ch:<\/p>\n

          \n
        • schopnost rychle reagovat na pot\u0159eby klient\u016f i partner\u016f<\/li>\n
        • rozhodov\u00e1n\u00ed zalo\u017een\u00e9 na re\u00e1ln\u00fdch datech, nikoliv domn\u011bnk\u00e1ch<\/li>\n
        • dlouhodob\u00e9 posilov\u00e1n\u00ed loajality a d\u016fv\u011bry<\/li>\n<\/ul>\n

          V prost\u0159ed\u00ed, kde produkty p\u0159est\u00e1vaj\u00ed b\u00fdt hlavn\u00edm diferenci\u00e1torem, se pr\u00e1v\u011b tato schopnost st\u00e1v\u00e1 kl\u00ed\u010dov\u00fdm zdrojem konkuren\u010dn\u00ed v\u00fdhody.<\/strong><\/p>\n

          Poji\u0161\u0165ovnictv\u00ed tak vstupuje do nov\u00e9 f\u00e1ze \u2013 f\u00e1ze, ve kter\u00e9 v\u00edt\u011bz\u00ed ti, kdo dok\u00e1\u017e\u00ed systematicky \u0159\u00eddit zku\u0161enost. Ne jako marketingovou iniciativu, ale jako j\u00e1dro sv\u00e9ho podnik\u00e1n\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"

          Poji\u0161\u0165ovnictv\u00ed dlouhodob\u011b fungovalo jako odv\u011btv\u00ed, kde produkt dominoval nad zku\u0161enost\u00ed. […]<\/p>\n","protected":false},"author":4,"featured_media":2880,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[56],"tags":[],"class_list":["post-2879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pripadove-studie"],"_links":{"self":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2879","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=2879"}],"version-history":[{"count":2,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2879\/revisions"}],"predecessor-version":[{"id":3616,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/2879\/revisions\/3616"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media\/2880"}],"wp:attachment":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media?parent=2879"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/categories?post=2879"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/tags?post=2879"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}