{"id":7354,"date":"2026-07-22T07:00:09","date_gmt":"2026-07-22T05:00:09","guid":{"rendered":"https:\/\/www.insightsofa.com\/?p=7354"},"modified":"2026-07-20T21:00:53","modified_gmt":"2026-07-20T19:00:53","slug":"petr-hulec-cesta-k-zakaznikovi-nikdy-nekonci","status":"publish","type":"post","link":"https:\/\/www.insightsofa.com\/cs\/petr-hulec-cesta-k-zakaznikovi-nikdy-nekonci\/","title":{"rendered":"Petr Hulec: Cesta k z\u00e1kazn\u00edkovi nikdy nekon\u010d\u00ed"},"content":{"rendered":"

Bushman<\/strong> vznikl v roce 1997, kdy si zakladatel Jind\u0159ich Melichar p\u0159i toulk\u00e1ch Austr\u00e1li\u00ed uv\u011bdomil, \u017ee cestovatel\u00e9 pot\u0159ebuj\u00ed nejen kvalitn\u00ed vybaven\u00ed, ale i pohodln\u00e9 oble\u010den\u00ed z p\u0159\u00edrodn\u00edch materi\u00e1l\u016f. A tak ze \u010dty\u0159 lid\u00ed v pra\u017esk\u00e9 kancel\u00e1\u0159i na Sm\u00edchov\u011b vyrostla zna\u010dka, kter\u00e1 dnes prod\u00e1v\u00e1 p\u0159es vlastn\u00ed s\u00ed\u0165 prodejen i e-shop v \u010cesku a dal\u0161\u00edch evropsk\u00fdch zem\u00edch.<\/p>\n

Petr Hulec<\/strong> stoj\u00ed u kormidla firmy osm\u00fdm rokem a je jedn\u00edm z t\u011bch, kdo d\u0159\u00edv\u011bj\u0161\u00ed Melicharovu vizi posouv\u00e1 je\u0161t\u011b d\u00e1l, a to s d\u016frazem na autenticitu, p\u0159\u00edrodn\u00ed materi\u00e1ly a bl\u00edzk\u00fd vztah se z\u00e1kazn\u00edky i zam\u011bstnanci.<\/p>\n

Ne\u017e se pust\u00edme do v\u00e1\u017en\u00fdch v\u011bc\u00ed: ve Forbesu jsem \u010detla, \u017ee jste si Bushmana poprv\u00e9 obl\u00e9kl v Peru, d\u00e1vno p\u0159edt\u00edm, ne\u017e jste se stal jeho \u0161\u00e9fem. Co pro v\u00e1s zna\u010dka znamen\u00e1 te\u010f, po \u0161esti letech u kormidla?<\/strong><\/p>\n

Ono to stra\u0161n\u011b let\u00ed, letos zakon\u010d\u00edm u kormidla u\u017e osm\u00fd rok. Jako zna\u010dka je Bushman neuv\u011b\u0159iteln\u011b osobit\u00e1, s vlastn\u00ed DNA, zaj\u00edmav\u00fdm p\u0159\u00edb\u011bhem a obrovsk\u00fdm potenci\u00e1lem. Mysl\u00edm, \u017ee m\u00e1 na to, st\u00e1t se jednou skute\u010dn\u011b glob\u00e1ln\u00ed zna\u010dkou. P\u0159esto\u017ee bude p\u0159\u00ed\u0161t\u00ed rok Bushmanu u\u017e 30 let, vn\u00edm\u00e1m ho jako teenagera na sklonku puberty, kdy m\u00e1 u\u017e v\u011bt\u0161inu eskap\u00e1d za sebou, za\u010d\u00edn\u00e1 si rovnat priority a sm\u011br a vyr\u00e1\u017e\u00ed s mladistvou energi\u00ed na dal\u0161\u00ed etapu sv\u00e9ho \u017eivota.<\/p>\n

Popsal jste mi, \u017ee m\u00edsto NPS a CES sp\u00ed\u0161 s\u00e1z\u00edte na sn\u00eddan\u011b se zam\u011bstnanci. Co se u takov\u00e9 k\u00e1vy dozv\u00edte, co by v\u00e1m \u017e\u00e1dn\u00e1 tabulka ne\u0159ekla?<\/strong><\/p>\n

Up\u0159\u00edmn\u011b, n\u011bkdy se toho dozv\u00edm v\u00edc, ne\u017e bych cht\u011bl \ud83d\ude0a. Ke sn\u00eddan\u00edm jsme se dostali postupn\u011b. Cht\u011bl jsem n\u011bjak\u00fdm zp\u016fsobem vt\u00e1hnout lidi, kte\u0159\u00ed zna\u010dku tvo\u0159\u00ed, do d\u011bje, aby m\u011bli ucelen\u011bj\u0161\u00ed obr\u00e1zek o fungov\u00e1n\u00ed firmy jako celku, nejen ze sv\u00fdch pracovn\u00edch \u00fasek\u016f. Nejd\u0159\u00edve jsme v\u0161em zam\u011bstnanc\u016fm pos\u00edlali m\u011bs\u00ed\u010dn\u00ed report s v\u00fdsledky a d\u011bn\u00ed v jednotliv\u00fdch odd\u011blen\u00edch. Chvilku to fungovalo, ale postupn\u011b bylo \u010d\u00edm d\u00e1l slo\u017eit\u011bj\u0161\u00ed p\u0159im\u011bt jednu \u010d\u00e1st, aby sv\u00e9 p\u0159\u00edsp\u011bvky psala a z\u00e1rove\u0148 jsem nem\u011bl ucelenou syst\u00e9movou zp\u011btnou vazbu od zam\u011bstnanc\u016f, kte\u0159\u00ed reporty \u010detli. Nastavili jsme si tedy n\u011bkdy p\u0159ed v\u00edce ne\u017e rokem prvn\u00ed st\u0159edy v m\u011bs\u00edci, kdy se v\u0161ichni, mimo prodava\u010dek, setk\u00e1me v \u010dajovn\u011b, tak \u0159\u00edk\u00e1me na\u0161\u00ed nejv\u011bt\u0161\u00ed spole\u010densk\u00e9 m\u00edstnosti, a u sn\u00eddan\u011b, kterou si spole\u010dn\u011b nachyst\u00e1me, si osobn\u011b pov\u00edd\u00e1me o tom, co m\u00e1me za sebou, co se povedlo a co ne a co chyst\u00e1me d\u00e1l. Ka\u017ed\u00fd m\u00e1 mo\u017enost pod\u011blit se o sv\u00e9 pocity, post\u011b\u017eovat si nebo navrhnout zm\u011bny, kter\u00e9 by mu d\u00e1valy smysl.<\/p>\n

Tyhle sn\u00eddan\u011b mi sice nedaj\u00ed \u017e\u00e1dn\u00e1 hard data, ani mi neuk\u00e1\u017eou \u017e\u00e1dn\u00e9 score, ale dozv\u00edm se z nich velmi p\u0159esn\u011b, jak\u00e1 je ve firm\u011b aktu\u00e1ln\u00ed n\u00e1lada a co lidi tr\u00e1p\u00ed. Nav\u00edc si mysl\u00edm, \u017ee i zam\u011bstnanci c\u00edt\u00ed v\u011bt\u0161\u00ed soun\u00e1le\u017eitost s firmou a l\u00e9pe pak p\u0159ij\u00edmaj\u00ed zodpov\u011bdnost.<\/p>\n

Zaj\u00edmaj\u00ed m\u011b i va\u0161e „soft reporty“ z prodejen, bez sk\u00f3re, jen pocitov\u011b. Co se s takov\u00fdm reportem pak re\u00e1ln\u011b d\u011bje?<\/strong><\/p>\n

Ka\u017ed\u00e1 prodejna n\u00e1m na centr\u00e1lu pos\u00edl\u00e1 sv\u016fj m\u011bs\u00ed\u010dn\u00ed report. V reportu nen\u00ed ani jedno \u010d\u00edslo. Zaj\u00edm\u00e1 n\u00e1s pohled prodava\u010dek, kter\u00e9 ka\u017ed\u00fd den obsluhuj\u00ed z\u00e1kazn\u00edky, co je d\u016fvodem, pro\u010d se n\u011bkter\u00e9 zbo\u017e\u00ed prod\u00e1v\u00e1 dob\u0159e a pro\u010d je jin\u00e9 zbo\u017e\u00ed propad\u00e1kem. \u010casto zjist\u00edme, \u017ee d\u016fvody jsou zcela jin\u00e9, ne\u017e jsme si mysleli my na centr\u00e1le. Prodava\u010dky n\u00e1m v reportech tak\u00e9 chv\u00e1l\u00ed nebo cupuj\u00ed na\u0161e marketingov\u00e9 akce a je tam i pas\u00e1\u017e s p\u0159\u00e1n\u00edmi a pozn\u00e1mkami od z\u00e1kazn\u00edk\u016f.<\/p>\n

Zaslan\u00e9 reporty si pak na centr\u00e1le \u010dteme, diskutujeme je a sna\u017e\u00edme se z nich d\u011blat re\u00e1ln\u00e9 z\u00e1v\u011bry, kter\u00e9 skute\u010dn\u011b zasahuj\u00ed a\u017e do V\u00fdroby nebo Marketingu.<\/p>\n

Pet\u0159e, \u0159\u00edkal jste, \u017ee jedin\u00e1 konkr\u00e9tn\u00ed \u010d\u00edsla m\u00e1te z recenz\u00ed, produktov\u00fdch i t\u011bch o zna\u010dce. Co se spust\u00ed ve chv\u00edli, kdy v\u00e1m p\u0159ijde o\u0161kliv\u00e1 recenze?<\/strong><\/p>\n

N\u00e1\u0161 Customer servis \u010dte \u00fapln\u011b v\u0161echny recenze a u t\u011bch negativn\u00edch se sna\u017e\u00ed rozkl\u00ed\u010dovat konkr\u00e9tn\u00ed objedn\u00e1vku. V p\u0159\u00edpad\u011b, \u017ee se mu to podle ind\u00edci\u00ed poda\u0159\u00ed, kontaktuje konkr\u00e9tn\u00edho z\u00e1kazn\u00edka a \u0159e\u0161\u00ed individu\u00e1ln\u011b jeho probl\u00e9m. \u010casto jsou z\u00e1kazn\u00edci velmi mile p\u0159ekvapeni, \u017ee se jim aktivn\u011b sami oz\u00fdv\u00e1me a chceme jejich probl\u00e9m \u0159e\u0161it. Nez\u0159\u00eddka pak sv\u016fj negativn\u00ed koment\u00e1\u0159 sami koriguj\u00ed nebo \u00fapln\u011b sma\u017eou. J\u00e1 osobn\u011b sleduji pravideln\u011b score a kdy\u017e se stane, \u017ee jde procento doporu\u010den\u00ed obchodu pod 99% nebo klesne celkov\u00e1 spokojenost s obchodem pod 4,9 z 5, tak jdu pak hloub\u011bji do recenz\u00ed a sna\u017e\u00edm se naj\u00edt d\u016fvod nebo syst\u00e9mov\u00fd probl\u00e9m.<\/p>\n

Bushman covid ust\u00e1l mimo jin\u00e9 d\u00edky voucheru na oble\u010den\u00ed a tomu, \u017ee si zam\u011bstnanci dobrovoln\u011b s\u00e1hli na mzdy. D\u00e1 se podle v\u00e1s l\u00e1ska lid\u00ed ke zna\u010dce v\u016fbec n\u011bjak zachytit, nebo je to p\u0159esn\u011b ta v\u011bc, kter\u00e1 se v \u017e\u00e1dn\u00e9m \u010d\u00edsle neudr\u017e\u00ed?<\/strong><\/p>\n

My tak n\u011bjak tu\u0161\u00edme, \u017ee Bushman je pro \u0159adu lid\u00ed skute\u010dn\u00fd lovebrand. M\u00edra l\u00e1sky ke zna\u010dce, a\u0165 ze strany od z\u00e1kazn\u00edk\u016f nebo zam\u011bstnanc\u016f, se \u010d\u00edslem nebo n\u011bjak\u00fdm score vyj\u00e1d\u0159it ned\u00e1, ale pozn\u00e1te ji zcela hmatateln\u011b pr\u00e1v\u011b v krizov\u00fdch momentech, kdy v\u00e1s z\u00e1kazn\u00edci nebo zam\u011bstnanci podr\u017e\u00ed. Ne proto, \u017ee se jim to vyplat\u00ed, ale bezpodm\u00edne\u010dn\u011b, proto\u017ee to tak c\u00edt\u00ed. Tohle je i jeden z d\u016fvod\u016f, pro\u010d v Bushmanu vid\u00edm smysluplnost a obrovsk\u00fd potenci\u00e1l.<\/p>\n

Dnes m\u00e1te kamenn\u00e9 prodejny, e-shop i osm zahrani\u010dn\u00edch dom\u00e9n. Kde jste musel i vy p\u0159ece jen p\u0159idat v\u00edc struktury, kdy\u017e u\u017e fyzicky nem\u016f\u017eete zn\u00e1t ka\u017ed\u00e9ho z\u00e1kazn\u00edka ani zam\u011bstnance?<\/strong><\/p>\n

Tajemstv\u00ed je v cel\u00e9m tom ekosyst\u00e9mu. Vych\u00e1z\u00edme ze z\u00e1kladn\u00edho p\u0159edpokladu, \u017ee z\u00e1kazn\u00edk je jen jeden a prodejn\u00ed kan\u00e1l je jen cesta, jak se dostat k produktu. Na\u0161im c\u00edlem je tu cestu z\u00e1kazn\u00edkovi co nejv\u00edc zjednodu\u0161it a zp\u0159\u00edjemnit. Vyber si na onlinu a vyzvedni na prodejn\u011b, proto\u017ee si to chce\u0161 je\u0161t\u011b p\u0159ed zaplacen\u00edm vyzkou\u0161et nebo si p\u0159ij\u010f osahat materi\u00e1l na prodejnu a pak objednej na onlinu a nech si poslat bal\u00edk do boxu nebo dom\u016f. Odstra\u0148ujeme p\u0159ek\u00e1\u017eky, kter\u00e9 by mohli n\u011bjak negativn\u011b z\u00e1kazn\u00edka ovlivnit a sna\u017e\u00edme se ho nav\u00e9st tam, kam pot\u0159ebuje.<\/p>\n

Jestli jsem tvrdil, \u017ee hard data o spokojenosti z\u00e1kazn\u00edk\u016f p\u0159\u00edli\u0161 nelov\u00edme, tak ale prodejn\u00ed data n\u00e1s zaj\u00edmaj\u00ed extr\u00e9mn\u011b. Shroma\u017e\u010fujeme je ze v\u0161ech mo\u017en\u00fdch kan\u00e1l\u016f, ukl\u00e1d\u00e1me si je u konkr\u00e9tn\u00edch z\u00e1kaznick\u00fdch \u00fa\u010dt\u016f a pak nad nimi vym\u00fd\u0161l\u00edme nejr\u016fzn\u011bj\u0161\u00ed segmenta\u010dn\u00ed chytristiky. To je mysl\u00edm trend, kter\u00fd i s n\u00e1stupem AI bude \u010d\u00edm d\u00e1l v\u00edc s byznysem rezonovat.<\/p>\n

Vedle b\u011b\u017en\u00fdch z\u00e1kazn\u00edk\u016f obl\u00e9k\u00e1te i lidi ze zoo, botanick\u00fdch zahrad nebo n\u00e1rodn\u00edch park\u016f. \u0158e\u0161\u00edte s nimi n\u011bco jinak ne\u017e s \u010dlov\u011bkem, co si jde koupit tri\u010dko do prodejny?<\/strong><\/p>\n

Ano i ne. Ano ve smyslu customizace a dr\u017een\u00ed zasmluvn\u011bn\u00fdch produkt\u016f ve stejn\u00e9m odst\u00ednu barvy, st\u0159ihu a materi\u00e1lov\u00e9m slo\u017een\u00ed po celou dobu smluvn\u00edho vztahu i n\u011bkolik let. V z\u00e1sad\u011b jsou to ale pro n\u00e1s stejn\u00ed z\u00e1kazn\u00edci, jako ti, co k n\u00e1m chod\u00ed do kamenn\u00fdch obchod\u016f nebo na e-shop. Maj\u00ed stejn\u00e9 pot\u0159eby, oble\u010den\u00ed mus\u00ed b\u00fdt p\u0159\u00edjemn\u00e9, praktick\u00e9 a mus\u00ed dlouho vydr\u017eet.<\/p>\n

M\u00e1te docela zaj\u00edmav\u00fd v\u00fdb\u011br ambasador\u016f, Jakuba V\u00e1gnera, lidi z caravaningu, z Dakaru. Berete to \u010dist\u011b jako marketing, nebo jsou to lid\u00e9, kte\u0159\u00ed skute\u010dn\u011b mluv\u00ed se z\u00e1kazn\u00edky za v\u00e1s?<\/strong><\/p>\n

Tak p\u0159edev\u0161\u00edm to mus\u00ed b\u00fdt lidi, kte\u0159\u00ed Bushmana nos\u00ed ne proto, \u017ee se jedn\u00e1 o n\u011bjak\u00fd business deal, ale proto\u017ee n\u00e1s nosit cht\u011bj\u00ed. V\u011bt\u0161ina z na\u0161ich ambasador\u016f jsou u\u017e na\u0161i k\u00e1mo\u0161i, kte\u0159\u00ed n\u00e1s nejen reprezentuj\u00ed, ale tak\u00e9 testuj\u00ed na\u0161e oble\u010den\u00ed v extr\u00e9mn\u00edch podm\u00ednk\u00e1ch. A to je mo\u017en\u00e1 je\u0161t\u011b cenn\u011bj\u0161\u00ed ne\u017e to samotn\u00e9 ambasadorstv\u00ed. D\u00e1vaj\u00ed n\u00e1m pravdivou zp\u011btnou vazbu a t\u00edm zdokonaluj\u00ed na\u0161e kolekce.<\/p>\n

Za dob Jind\u0159icha Melichara byl Bushman zn\u00e1m\u00fd i politicky anga\u017eovan\u00fdmi tisky. Pokra\u010dujete v tom i pod va\u0161\u00edm veden\u00edm, nebo jste od toho sp\u00ed\u0161 ustoupili?<\/strong><\/p>\n

Bushman se v\u017edycky n\u011bjak anga\u017eoval, mysl\u00edm, \u017ee to n\u011bjak do na\u0161eho DNA pat\u0159\u00ed. Je pravda, \u017ee Jindra prosazoval v\u00edc politicky anga\u017eovan\u00e9 tisky. J\u00e1 asi nejdu do takov\u00fdch extr\u00e9m\u016f, ale kdy\u017e c\u00edt\u00edm, \u017ee je pot\u0159eba se k n\u011bjak\u00e9mu t\u00e9matu vyj\u00e1d\u0159it, nem\u00e1m probl\u00e9m pustit i n\u011bjak\u00fd kontroverzn\u011bj\u0161\u00ed potisk. Osobn\u011b se ale v\u00edc anga\u017euji v hodnotov\u00fdch oblastech. Tak nebo tak, hejt\u016f schyt\u00e1v\u00e1me st\u00e1le dostatek, tak\u017ee si nem\u016f\u017eeme st\u011b\u017eovat \ud83d\ude0a<\/p>\n

V rozhovorech v\u00e1m \u010dasto vych\u00e1z\u00ed slovo autenticita jako kl\u00ed\u010d k p\u0159e\u017eit\u00ed proti levn\u00e9 rychl\u00e9 m\u00f3d\u011b. D\u00e1 se autenticita n\u011bjak c\u00edlen\u011b budovat, nebo je to prost\u011b d\u016fsledek toho, \u017ee firmu vedou lidi, kte\u0159\u00ed v\u011b\u0159\u00ed tomu, co d\u011blaj\u00ed?<\/strong><\/p>\n

Autenticita se asi ned\u00e1 moc um\u011ble nastavovat, ta bu\u010f je nebo nen\u00ed. Vych\u00e1z\u00ed ze zaveden\u00fdch a v\u017eit\u00fdch hodnot, p\u0159itahuje jako magnet lidi, kter\u00fdm jsou tyto hodnoty bl\u00edzk\u00e9 a skrze jejich pr\u00e1ci pak ty hodnoty zase vybubl\u00e1vaj\u00ed p\u0159es produkty a komunikaci ven z firmy. A ano, st\u00e1le si mysl\u00edm, \u017ee autenticita je jedna z m\u00e1la v\u011bc\u00ed, kter\u00e9 kvalitn\u00edm zna\u010dk\u00e1m st\u00e1le je\u0161t\u011b umo\u017e\u0148uj\u00ed \u017e\u00edt vedle konzumn\u011b c\u00edlen\u00fdch fast fashion brand\u016f.<\/p>\n

Kdybyste m\u011bl sv\u016fj p\u0159\u00edstup k z\u00e1kazn\u00edk\u016fm shrnout do jedn\u00e9 v\u011bty, kterou by \u010dten\u00e1\u0159i X Pulse mohli m\u00edt nalepenou na monitoru, jak by zn\u011bla?<\/strong><\/p>\n

V\u017edycky hledej cestu, jak z\u00e1kazn\u00edka nadchnout a m\u011bj na pam\u011bti, \u017ee to hled\u00e1n\u00ed nikdy neskon\u010d\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"

Bushman vznikl v roce 1997, kdy si zakladatel Jind\u0159ich Melichar […]<\/p>\n","protected":false},"author":3,"featured_media":7355,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[72,58],"tags":[70],"class_list":["post-7354","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vsechny-clanky","category-cx-rozhovory","tag-featured"],"_links":{"self":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/7354","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\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/comments?post=7354"}],"version-history":[{"count":3,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/7354\/revisions"}],"predecessor-version":[{"id":7358,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/7354\/revisions\/7358"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media\/7355"}],"wp:attachment":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media?parent=7354"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/categories?post=7354"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/tags?post=7354"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}