{"id":4468,"date":"2026-05-05T08:00:20","date_gmt":"2026-05-05T06:00:20","guid":{"rendered":"https:\/\/www.insightsofa.com\/?p=4468"},"modified":"2026-05-05T11:34:53","modified_gmt":"2026-05-05T09:34:53","slug":"onboarding-jako-nejpodcenovanejsi-faze-zakaznicke-cesty","status":"publish","type":"post","link":"https:\/\/www.insightsofa.com\/cs\/xpulse\/zakaznicke-cesty\/onboarding-jako-nejpodcenovanejsi-faze-zakaznicke-cesty\/","title":{"rendered":"Onboarding jako nejpodce\u0148ovan\u011bj\u0161\u00ed f\u00e1ze z\u00e1kaznick\u00e9 cesty"},"content":{"rendered":"

Za\u010dnu konkr\u00e9tn\u00edm \u010d\u00edslem, kter\u00e9 m\u011b dlouho pron\u00e1sledovalo. Kdy\u017e jsem p\u0159ed lety d\u011blal CX v jedn\u00e9 SaaS firm\u011b, pod\u00edvali jsme se poprv\u00e9 po\u0159\u00e1dn\u011b na to, kdy n\u00e1m z\u00e1kazn\u00edci odch\u00e1zej\u00ed. V\u011bt\u0161ina churnu (odchodu z\u00e1kazn\u00edk\u016f) se nestala v \u0161est\u00e9m m\u011bs\u00edci, ani po roce. Stala se mezi 30. a 90. dnem od podpisu smlouvy. Tedy v dob\u011b, kdy jsme byli p\u0159esv\u011bd\u010den\u00ed, \u017ee z\u00e1kazn\u00edk je \u201en\u00e1\u0161“. M\u011bl podeps\u00e1no, dostal p\u0159\u00edstupy, pro\u0161el kick-off callem. Hotovo, jdeme akv\u00edrovat dal\u0161\u00edho.<\/p>\n

Chyba.<\/p>\n

Onboarding je nejdra\u017e\u0161\u00ed f\u00e1ze cel\u00e9 z\u00e1kaznick\u00e9 cesty. A v\u011bt\u0161ina firem to nev\u00ed, proto\u017ee ji ani nem\u011b\u0159\u00ed jako samostatnou f\u00e1zi.<\/p>\n

Pro\u010d prvn\u00edch 90 dn\u00ed rozhoduje o v\u0161em<\/h2>\n

Existuje pojem \u201efirst value moment“ \u2013 okam\u017eik, kdy z\u00e1kazn\u00edk poprv\u00e9 za\u017eije hodnotu, kv\u016fli kter\u00e9 si produkt nebo slu\u017ebu koupil. Pokud k tomuto momentu dojde rychle, \u0161ance, \u017ee z\u00e1kazn\u00edk z\u016fstane, dramaticky roste. Pokud se to nepovede do prvn\u00edch t\u00fddn\u016f, z\u00e1kazn\u00edk se psychicky odpoj\u00ed. Mo\u017en\u00e1 je\u0161t\u011b n\u011bjakou dobu plat\u00ed, ale rozhodnut\u00ed odej\u00edt u\u017e padlo.<\/p>\n

Wes Bush, kter\u00fd napsal knihu Product-Led Growth, to formuluje takto: \u201ePokud z\u00e1kazn\u00edk neza\u017eije hodnotu produktu b\u011bhem prvn\u00edho t\u00fddne, pravd\u011bpodobn\u011b ji neza\u017eije nikdy.“ Nen\u00ed to jen u softwaru. Stejn\u00fd princip plat\u00ed u banky, poji\u0161\u0165ovny, telka, fitness centra, B2B slu\u017eby i e-shopu s p\u0159edplatn\u00fdm.<\/p>\n

Bain & Company ve sv\u00e9 \u010dasto citovan\u00e9 studii (t\u00e9, ze kter\u00e9 poch\u00e1z\u00ed zn\u00e1m\u00e9 tvrzen\u00ed, \u017ee zv\u00fd\u0161en\u00ed retence o 5 % zved\u00e1 zisk o 25 a\u017e 95 %) dlouhodob\u011b tvrd\u00ed, \u017ee akvizice nov\u00e9ho z\u00e1kazn\u00edka stoj\u00ed p\u011btkr\u00e1t a\u017e sedmkr\u00e1t v\u00edc ne\u017e udr\u017een\u00ed st\u00e1vaj\u00edc\u00edho. A p\u0159esto. Kdy\u017e se pod\u00edv\u00e1te do rozpo\u010dtu typick\u00e9 firmy, marketing a sales maj\u00ed n\u011bkolikan\u00e1sobn\u011b v\u011bt\u0161\u00ed zdroje ne\u017e onboarding a customer success dohromady.<\/p>\n

Tuhle disproporci vid\u00edm v praxi po\u0159\u00e1d. Firma vyhod\u00ed statis\u00edce za v\u00fdkonnostn\u00ed kampan\u011b, aby p\u0159ivedla leady. Sales t\u00fdm m\u00e1 bonusy nav\u00e1zan\u00e9 na podpis smlouvy. A pak? Pak z\u00e1kazn\u00edk dostane uv\u00edtac\u00ed e-mail s p\u0159\u00edstupy a… ticho. \u017d\u00e1dn\u00fd owner, \u017e\u00e1dn\u00fd pl\u00e1n, \u017e\u00e1dn\u00e1 metrika.<\/p>\n

Pro\u010d to firmy podce\u0148uj\u00ed<\/h2>\n

Mluvil jsem ned\u00e1vno s kolegyn\u00ed z jedn\u00e9 st\u0159edn\u011b velk\u00e9 B2B firmy. \u0158\u00edkala mi: \u201eMy onboarding m\u00e1me. Pos\u00edl\u00e1me welcome packu, m\u00e1me za\u0161kolen\u00ed, dokumentaci.“ Zeptal jsem se, jestli m\u011b\u0159\u00ed, kolik z\u00e1kazn\u00edk\u016f tu dokumentaci skute\u010dn\u011b otev\u0159e. Nev\u011bd\u011bla.<\/p>\n

A tohle je j\u00e1dro probl\u00e9mu. Onboarding se zam\u011b\u0148uje za aktivaci. Aktivace je \u201edali jsme mu p\u0159\u00edstup“. Onboarding je \u201edovedli jsme ho k tomu, aby produkt skute\u010dn\u011b pou\u017e\u00edval a vid\u011bl v n\u011bm hodnotu“<\/strong>. To je z\u00e1sadn\u00ed rozd\u00edl.<\/p>\n

Druh\u00fd d\u016fvod, pro\u010d to firmy podce\u0148uj\u00ed, je organiza\u010dn\u00ed<\/strong>. Sales si z\u00e1kazn\u00edka \u201ep\u0159ed\u00e1“ do customer success nebo do p\u00e9\u010de o z\u00e1kazn\u00edky. V tom p\u0159ed\u00e1n\u00ed se ztr\u00e1c\u00ed kontext. Sales sl\u00edbil X, customer success v\u00ed o Y, z\u00e1kazn\u00edk \u010dek\u00e1 Z. Klasick\u00e1 situace, kter\u00e1 se opakuje po\u0159\u00e1d dokola.<\/p>\n

T\u0159et\u00ed d\u016fvod je metrick\u00fd<\/strong>. NPS (Net Promoter Score, metrika m\u011b\u0159\u00edc\u00ed ochotu doporu\u010dit) se obvykle m\u011b\u0159\u00ed v ust\u00e1len\u00e9 f\u00e1zi vztahu. CES (Customer Effort Score, metrika m\u011b\u0159\u00edc\u00ed, jak snadn\u00e9 bylo n\u011bco za\u0159\u00eddit) se m\u011b\u0159\u00ed po konkr\u00e9tn\u00ed interakci. Ale onboarding vy\u017eaduje vlastn\u00ed metriky \u2013 Time to First Value, Activation Rate, Onboarding Completion Rate. Ty m\u00e1 v reportech m\u00e1lokdo.<\/p>\n

Co re\u00e1ln\u011b funguje (a co ne)<\/h2>\n

Tady budu konkr\u00e9tn\u00ed, proto\u017ee tohle je oblast, kde se hodn\u011b ml\u017e\u00ed.<\/p>\n

Co funguje:<\/strong><\/p>\n

M\u00edt owner-a onboardingu. N\u011bkoho, kdo m\u00e1 za jeho \u00fasp\u011bch zodpov\u011bdnost<\/strong> a m\u00e1 na to nav\u00e1zanou metriku. Bez toho je to v\u0161ech a nikoho.<\/p>\n

Definovat, co je \u201e\u00fasp\u011b\u0161n\u00fd onboarding“ pro v\u00e1\u0161 konkr\u00e9tn\u00ed produkt<\/strong>. Ne obecn\u011b. Konkr\u00e9tn\u011b. U SaaS to m\u016f\u017ee b\u00fdt \u201ez\u00e1kazn\u00edk b\u011bhem prvn\u00edch 14 dn\u00ed ud\u011blal akci X t\u0159ikr\u00e1t“. U fitness centra \u201ep\u0159i\u0161el p\u011btkr\u00e1t b\u011bhem prvn\u00edho m\u011bs\u00edce“. U e-shopu s p\u0159edplatn\u00fdm \u201eotev\u0159el druhou krabici a aspo\u0148 polovinu v\u011bc\u00ed pou\u017eil“. Bez t\u00e9to definice nem\u00e1te co m\u011b\u0159it.<\/p>\n

Proaktivn\u00ed kontakt v kritick\u00fdch bodech<\/strong>. Ne sledov\u00e1n\u00ed, ale pomoc. Pokud vid\u00edm, \u017ee z\u00e1kazn\u00edk prvn\u00ed t\u00fdden nep\u0159ihl\u00e1sil, nepos\u00edl\u00e1m mu \u201enezapomn\u011bli jste na n\u00e1s?“, ale \u201ev\u0161iml jsem si, \u017ee jste se je\u0161t\u011b nep\u0159ihl\u00e1sil \u2013 pot\u0159ebujete pomoct?“. Drobn\u00fd rozd\u00edl, kter\u00fd funguje.<\/p>\n

Segmentace onboardingu podle typu z\u00e1kazn\u00edka<\/strong>. Velk\u00fd klient, kter\u00fd plat\u00ed desetin\u00e1sobek, nem\u016f\u017ee proj\u00edt stejn\u00fdm procesem jako samoobslu\u017en\u00fd u\u017eivatel. Personalizace tady nen\u00ed luxus, je to nutnost.<\/p>\n

Co nefunguje:<\/strong><\/p>\n

Zahltit z\u00e1kazn\u00edka informacemi v prvn\u00edch dnech. Tohle d\u011bl\u00e1 skoro ka\u017ed\u00fd. Welcome e-mail, dokumentace, onboarding video, FAQ, pozv\u00e1nka na webin\u00e1\u0159, kontakt na podporu, newsletter, v\u00fdzva k vypln\u011bn\u00ed profilu. Z\u00e1kazn\u00edk to zav\u0159e a nevr\u00e1t\u00ed se. Zn\u00ed to jednodu\u0161e. Nen\u00ed.<\/p>\n

Spol\u00e9hat na to, \u017ee si z\u00e1kazn\u00edk \u201ep\u0159ijde \u0159\u00edct, kdyby n\u011bco“. Nep\u0159ijde. V\u011bt\u0161ina nespokojen\u00fdch z\u00e1kazn\u00edk\u016f se nikdy neozve. Prost\u011b ti\u0161e odejdou. Studie Esteban Kolsky, kterou \u010dasto cituje i HubSpot, ukazuje, \u017ee jen asi 1 ze 26 nespokojen\u00fdch z\u00e1kazn\u00edk\u016f si st\u011b\u017euje. Zbytek odejde ml\u010dky.<\/p>\n

Jednor\u00e1zov\u00e1 \u201euv\u00edtac\u00ed“ akce a hotovo. Onboarding nen\u00ed ud\u00e1lost, je to proces<\/strong>. Devades\u00e1t dn\u00ed, ne devades\u00e1t minut.<\/p>\n

Jak to zm\u011b\u0159it, kdy\u017e nem\u00e1te zdroje na velk\u00fd research<\/h2>\n

Tohle je dotaz, kter\u00fd sly\u0161\u00edm asi nej\u010dast\u011bji. Tady jsou t\u0159i v\u011bci, kter\u00e9 lze ud\u011blat hned a levn\u011b:<\/strong><\/p>\n

    \n
  1. Spo\u010d\u00edtejte si, v kolik\u00e1t\u00e9m m\u011bs\u00edci nej\u010dast\u011bji odch\u00e1z\u00ed va\u0161i z\u00e1kazn\u00edci. Sta\u010d\u00ed Excel. Pokud m\u00e1te \u0161pi\u010dku v prvn\u00edch t\u0159ech m\u011bs\u00edc\u00edch, m\u00e1te probl\u00e9m s onboardingem, ne s produktem.<\/li>\n
  2. Zeptejte se z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed vydr\u017eeli rok a v\u00edc, co jim v prvn\u00edch t\u00fddnech pomohlo nejv\u00edc. A zeptejte se t\u011bch, co ode\u0161li b\u011bhem prvn\u00edch 90 dn\u00ed, co jim chyb\u011blo. Sta\u010d\u00ed kr\u00e1tk\u00fd telefon\u00e1t. Z deseti hovor\u016f se dozv\u00edte v\u00edc ne\u017e z velk\u00e9 studie.<\/li>\n
  3. Zave\u010fte jednoduch\u00fd onboarding survey 30. den od startu. Ne NPS. Ot\u00e1zku typu \u201eC\u00edt\u00edte, \u017ee se v\u00e1m produkt\/slu\u017eba za\u010d\u00edn\u00e1 vypl\u00e1cet?“ se \u0161k\u00e1lou 1\u20135. Pokud odpov\u011b\u010f je 3 a m\u00e9n\u011b, m\u00e1te tam probl\u00e9m, kter\u00fd mus\u00edte \u0159e\u0161it te\u010f. Ne za p\u016fl roku, kdy u\u017e z\u00e1kazn\u00edk odejde.<\/li>\n<\/ol>\n

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

    Akvizice p\u0159ivede z\u00e1kazn\u00edka. Onboarding rozhodne, jestli z\u016fstane. A p\u0159esto je to f\u00e1ze, kterou v\u011bt\u0161ina firem nem\u00e1 nikoho, kdo by ji vlastnil, nem\u011b\u0159\u00ed ji vlastn\u00edmi metrikami a investuje do n\u00ed zlomek toho, co d\u00e1v\u00e1 do akvizice.<\/p>\n

    Pokud m\u00e1te vy\u0159e\u0161it jednu v\u011bc v CX p\u0159\u00ed\u0161t\u00ed kvart\u00e1l, a\u0165 je to tahle. Vyplat\u00ed se to v\u00edc ne\u017e dal\u0161\u00ed kampa\u0148. Garantuji.<\/p>\n

    A jestli v\u00e1s napadne n\u00e1mitka \u201emy m\u00e1me dobr\u00fd onboarding, mn\u011b to ned\u011bl\u00e1 probl\u00e9m“ zkuste si jako test odpov\u011bd\u011bt na \u010dty\u0159i ot\u00e1zky:<\/p>\n

      \n
    • kdo ve va\u0161\u00ed firm\u011b m\u00e1 onboarding na starost,<\/li>\n
    • jak\u00e1 je va\u0161e definice \u00fasp\u011b\u0161n\u00e9ho onboardingu,<\/li>\n
    • jak m\u011b\u0159\u00edte Time to First Value<\/li>\n
    • kolik procent z\u00e1kazn\u00edk\u016f odch\u00e1z\u00ed v prvn\u00edch 90 dnech.<\/li>\n<\/ul>\n

      Pokud v\u00e1h\u00e1te u n\u011bkter\u00e9 z odpov\u011bd\u00ed, m\u00e1me se o \u010dem bavit.<\/p>\n

      Nechcete p\u0159ij\u00edt o dal\u0161\u00ed \u010dl\u00e1nek? St\u00e1hn\u011bte si aplikaci X Pulse a m\u011bjte nov\u00e9 \u010dl\u00e1nky v\u017edy po ruce.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Za\u010dnu konkr\u00e9tn\u00edm \u010d\u00edslem, kter\u00e9 m\u011b dlouho pron\u00e1sledovalo. Kdy\u017e jsem p\u0159ed […]<\/p>\n","protected":false},"author":5,"featured_media":4469,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[53,72],"tags":[70],"class_list":["post-4468","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-zakaznicke-cesty","category-vsechny-clanky","tag-featured"],"_links":{"self":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/4468","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\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/comments?post=4468"}],"version-history":[{"count":4,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/4468\/revisions"}],"predecessor-version":[{"id":4488,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/4468\/revisions\/4488"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media\/4469"}],"wp:attachment":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media?parent=4468"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/categories?post=4468"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/tags?post=4468"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}