{"id":7603,"date":"2026-09-15T07:00:42","date_gmt":"2026-09-15T05:00:42","guid":{"rendered":"https:\/\/www.insightsofa.com\/?p=7603"},"modified":"2026-09-14T21:12:53","modified_gmt":"2026-09-14T19:12:53","slug":"jak-postavit-voice-of-customer-co-firme-skutecne-slouzi","status":"publish","type":"post","link":"https:\/\/www.insightsofa.com\/cs\/jak-postavit-voice-of-customer-co-firme-skutecne-slouzi\/","title":{"rendered":"Jak postavit Voice of Customer, co firm\u011b skute\u010dn\u011b slou\u017e\u00ed"},"content":{"rendered":"

Skoro ka\u017ed\u00e1 firma, se kterou mluv\u00edm, mi \u0159ekne, \u017ee m\u00e1 \u201eVoC program“<\/em>. Voice of Customer, tedy systematick\u00e9 naslouch\u00e1n\u00ed hlasu z\u00e1kazn\u00edka. Pak se zept\u00e1m, co se stalo s posledn\u00edm velk\u00fdm zji\u0161t\u011bn\u00edm z posledn\u00edho pr\u016fzkumu. Ticho. Nebo: \u201epos\u00edl\u00e1 se to do reportu“<\/em>. A kdo ten report \u010dte? Dal\u0161\u00ed ticho.<\/p>\n

Tohle nen\u00ed VoC program. Tohle je sb\u00edrka dotazn\u00edk\u016f s hezk\u00fdm dashboardem. Skute\u010dn\u00fd VoC program pozn\u00e1 podle jedn\u00e9 jedin\u00e9 v\u011bci, a to podle toho, jestli n\u011bco m\u011bn\u00ed.<\/strong> Ne podle po\u010dtu odeslan\u00fdch NPS anket (Net Promoter Score metrika loajality zalo\u017een\u00e1 na ot\u00e1zce, jak pravd\u011bpodobn\u011b by z\u00e1kazn\u00edk firmu doporu\u010dil).<\/p>\n

Qualtrics XM Institute to m\u011b\u0159\u00ed dlouhodob\u011b a \u010d\u00edsla jsou docela ot\u0159esn\u00e1. V posledn\u00edm velk\u00e9m \u0161et\u0159en\u00ed o stavu CX \u0159\u00edzen\u00ed z\u016fst\u00e1v\u00e1 p\u0159es dv\u011b p\u011btiny firem v \u00fapln\u011b prvn\u00ed f\u00e1zi zralosti<\/strong>, kdy CX je\u0161t\u011b v\u016fbec nevn\u00edmaj\u00ed jako strategickou p\u0159\u00edle\u017eitost, a jen dv\u011b procenta firem dos\u00e1hla nejvy\u0161\u0161\u00ed \u00farovn\u011b<\/strong>, kde je z\u00e1kaznick\u00e1 zku\u0161enost skute\u010dn\u011b zabudovan\u00e1 do ka\u017edodenn\u00edho rozhodov\u00e1n\u00ed. A to mluv\u00edme o velk\u00fdch firm\u00e1ch s tis\u00edcem a v\u00edce zam\u011bstnanci, ne o mal\u00fdch hr\u00e1\u010d\u00edch, kde b\u00fdv\u00e1 realita je\u0161t\u011b syrov\u011bj\u0161\u00ed.<\/p>\n

Tak\u017ee poj\u010fme na to postupn\u011b. Od z\u00e1klad\u016f.<\/p>\n

Z \u010deho se VoC program skute\u010dn\u011b skl\u00e1d\u00e1<\/h2>\n

VoC program m\u00e1 \u010dty\u0159i stavebn\u00ed kameny. Pokud chyb\u00ed by\u0165 jeden, program nefunguje a jen trv\u00e1 n\u011bjakou dobu, ne\u017e si toho n\u011bkdo v\u0161imne.<\/p>\n

Zdroje dat<\/strong>. Tady d\u011bl\u00e1 v\u011bt\u0161ina firem prvn\u00ed chybu mysl\u00ed si, \u017ee VoC = anketa. Nen\u00ed. Skute\u010dn\u00fd VoC mix kombinuje t\u0159i typy dat. Transak\u010dn\u00ed zp\u011btnou vazbu (CSAT nebo CES po konkr\u00e9tn\u00ed interakci \u2013 n\u00e1kup, hovor s podporou, reklamace), rela\u010dn\u00ed zp\u011btnou vazbu (pravideln\u00fd NPS nebo obdobn\u00fd pr\u016fzkum vztahu se zna\u010dkou jako celkem) a pasivn\u00ed data, kter\u00e1 z\u00e1kazn\u00edk nevypl\u0148uje s\u00e1m \u2013 tikety podpory, hovory, recenze, chov\u00e1n\u00ed na webu, chat transkripty. Tahle t\u0159et\u00ed kategorie se v mal\u00fdch firm\u00e1ch skoro v\u017edy ignoruje, a p\u0159itom je nejlevn\u011bj\u0161\u00ed a nejup\u0159\u00edmn\u011bj\u0161\u00ed. Z\u00e1kazn\u00edk ve st\u00ed\u017enosti \u0159ekne v\u00edc pravdy ne\u017e v anket\u011b<\/strong>, kde ho firma pros\u00ed o hodnocen\u00ed hned po n\u00e1kupu.<\/p>\n

Anal\u00fdza<\/strong>. Tady nejde jen o pr\u016fm\u011br sk\u00f3re. Jde o to naj\u00edt vzorec, pro\u010d lidi d\u00e1vaj\u00ed \u0161patn\u00e9 hodnocen\u00ed, ne jen kolik takov\u00fdch hodnocen\u00ed je. Bez \u201epro\u010d“<\/em> nem\u00e1te nic k akci<\/strong>, jenom \u010d\u00edslo, kter\u00e9 kles\u00e1 nebo roste a nikdo nev\u00ed z jak\u00e9ho d\u016fvodu.<\/p>\n

Akce<\/strong>. Tohle je srdce cel\u00e9ho programu a taky m\u00edsto, kde v\u011bt\u0161ina firem program poh\u0159b\u00ed. Ke ka\u017ed\u00e9mu zji\u0161t\u011bn\u00ed pat\u0159\u00ed vlastn\u00edk, term\u00edn a definice toho, co se pova\u017euje za vy\u0159e\u0161en\u00e9.<\/p>\n

Reporting<\/strong>. Ne report pro report. Report, kter\u00fd jde k lidem, kte\u0159\u00ed maj\u00ed moc n\u011bco zm\u011bnit, a ukazuje jim p\u0159esn\u011b to, co se m\u00e1 zm\u011bnit \u2013 ne pades\u00e1t graf\u016f, ze kter\u00fdch si ka\u017ed\u00fd vezme jin\u00fd z\u00e1v\u011br.<\/p>\n

Bain a Harvard Business Review to popisuj\u00ed podobn\u011b u\u017e l\u00e9ta \u2013 Rob Markey, Fred Reichheld a Andreas Dullweber ve sv\u00e9m \u010dl\u00e1nku o uzav\u00edr\u00e1n\u00ed zp\u011btnovazebn\u00ed smy\u010dky ukazuj\u00ed, \u017ee nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed firmy nepos\u00edlaj\u00ed zp\u011btnou vazbu p\u0159es centralizovan\u00fd v\u00fdzkumn\u00fd t\u00fdm, ale rovnou k lidem na frontov\u00e9 linii, kte\u0159\u00ed se z\u00e1kazn\u00edkem mluvili<\/strong>. Ti pak sami volaj\u00ed z\u00e1kazn\u00edkovi zp\u00e1tky a v p\u0159\u00edm\u00e9m rozhovoru zji\u0161\u0165uj\u00ed, co p\u0159esn\u011b se stalo. Data se tak nefiltruj\u00ed p\u0159es t\u0159i vrstvy mana\u017eer\u016f, ne\u017e se z nich stane akce.<\/p>\n

Jak za\u010d\u00edt v mal\u00e9m a pro\u010d je to jedin\u00e1 cesta<\/h2>\n

Tuhle chybu d\u011bl\u00e1 skoro ka\u017ed\u00e1 firma, kter\u00e1 se do VoC pou\u0161t\u00ed poprv\u00e9: chce hned komplexn\u00ed program. Multikan\u00e1lov\u00fd sb\u011br, prediktivn\u00ed analytiku, propojen\u00ed s CRM, dashboard pro ka\u017ed\u00e9 odd\u011blen\u00ed. Zn\u00ed to skv\u011ble na slajdu pro veden\u00ed. V praxi to znamen\u00e1, \u017ee se za t\u0159i m\u011bs\u00edce nic nezavede, proto\u017ee je toho moc na koordinaci.<\/p>\n

Funguje p\u0159esn\u00fd opak<\/strong>. Vyberte si jeden touchpoint t\u0159eba dokon\u010denou reklamaci nebo prvn\u00ed m\u011bs\u00edc po onboardingu a postavte tam kompletn\u00ed mal\u00fd okruh: sb\u011br, anal\u00fdzu, akci, zp\u011btnou vazbu z\u00e1kazn\u00edkovi. Ne velk\u00fd program se slabou ak\u010dn\u00ed slo\u017ekou, ale mal\u00fd program, kter\u00fd ale skute\u010dn\u011b a viditeln\u011b n\u011bco m\u011bn\u00ed.<\/p>\n

V praxi to vypad\u00e1 takhle:<\/p>\n

    \n
  1. Vyberte jeden moment v z\u00e1kaznick\u00e9 cest\u011b, kde v\u00e1s bol\u00ed to nejv\u00edc \u2013 tam, kde ztr\u00e1c\u00edte z\u00e1kazn\u00edky nebo kde p\u0159ich\u00e1z\u00ed nejv\u00edc st\u00ed\u017enost\u00ed.<\/li>\n
  2. Nastavte kr\u00e1tk\u00fd, c\u00edlen\u00fd sb\u011br zp\u011btn\u00e9 vazby p\u0159esn\u011b v tomhle bod\u011b. Ne obecnou ro\u010dn\u00ed anketu.<\/li>\n
  3. Ur\u010dete, kdo v\u00fdsledky \u010dte ka\u017ed\u00fd t\u00fdden \u2013 jm\u00e9no, ne odd\u011blen\u00ed.<\/li>\n
  4. Nastavte pravidlo: ka\u017ed\u00e9 syst\u00e9mov\u00e9 zji\u0161t\u011bn\u00ed (ne jednotliv\u00e1 st\u00ed\u017enost, ale opakuj\u00edc\u00ed se vzorec) mus\u00ed m\u00edt odpov\u011b\u010f do dvou t\u00fddn\u016f \u2013 bu\u010f akci, nebo vysv\u011btlen\u00ed, pro\u010d se akce neud\u011bl\u00e1.<\/li>\n
  5. A\u017e tohle funguje t\u0159i m\u011bs\u00edce v kuse, p\u0159idejte dal\u0161\u00ed touchpoint.<\/li>\n<\/ol>\n

    Teprve kdy\u017e je tenhle prvn\u00ed okruh \u017eiv\u00fd a lidi ho respektuj\u00ed, roz\u0161i\u0159ujete z\u00e1b\u011br. Ne d\u0159\u00edv. Vid\u011bl jsem to opakovan\u011b \u2013 firmy, co cht\u011bly \u201eud\u011blat VoC po\u0159\u00e1dn\u011b“ hned napoprv\u00e9, skon\u010dily s kr\u00e1snou platformou a nulovou akc\u00ed, proto\u017ee organizace prost\u011b neum\u011bla tak rychle zpracovat objem dat, kter\u00fd sama vygenerovala.<\/p>\n

    Propojen\u00ed s rozhodov\u00e1n\u00edm, ne s reportem<\/h2>\n

    Tohle je bod, kde se l\u00e1me chleba. VoC data mus\u00ed p\u0159ist\u00e1t tam, kde se rozhoduje ne v samostatn\u00e9m CX reportu, kter\u00fd si p\u0159e\u010dte p\u00e1r lid\u00ed z CX t\u00fdmu a nikdo jin\u00fd<\/strong>.<\/p>\n

    Praktick\u00e1 ot\u00e1zka, kterou \u010dasto \u0159e\u0161\u00edm: kdo m\u00e1 vlastnit akci na z\u00e1klad\u011b zp\u011btn\u00e9 vazby \u2013 CX t\u00fdm, nebo provozn\u00ed odd\u011blen\u00ed? Odpov\u011b\u010f, kterou potvrzuje i praxe nap\u0159\u00ed\u010d firmami, je jasn\u00e1 \u2013 provozn\u00ed t\u00fdmy<\/strong>. Pokud ak\u010dn\u00ed pl\u00e1n navrhuje CX t\u00fdm a realizovat ho m\u00e1 \u00fapln\u011b jin\u00fd t\u00fdm, vznik\u00e1 p\u0159esn\u011b to nap\u011bt\u00ed, kter\u00e9 program zab\u00edj\u00ed: \u201eto je hezk\u00fd n\u00e1pad, ale my m\u00e1me jin\u00e9 priority“<\/em>. Kdy\u017e m\u00e1 p\u0159\u00edstup k dat\u016fm a odpov\u011bdnost za akci p\u0159\u00edmo t\u00fdm, kter\u00fd proces provozuje, v\u011bci se d\u011bj\u00ed rychleji a trvaleji.<\/p>\n

    Druh\u00e1 v\u011bc je exekutivn\u00ed sponzor. Qualtrics XM Institute uv\u00e1d\u00ed, \u017ee senior exekutivn\u00ed sponzorstv\u00ed m\u00e1 p\u0159es 60 procent firem s funguj\u00edc\u00edm CX programem<\/strong>\u00a0a rozd\u00edl mezi vysp\u011bl\u00fdmi firmami a t\u011bmi, co v CX zaost\u00e1vaj\u00ed, je pr\u00e1v\u011b v tom, jak konzistentn\u00ed tuhle podporu shora maj\u00ed. Bez toho, aby si n\u011bkdo z veden\u00ed VoC data brala na porady a ptala se, co se s nimi ud\u011blalo, program z\u016fst\u00e1v\u00e1 izolovan\u00fd na \u00farovni jednoho odd\u011blen\u00ed a um\u00edr\u00e1 tichou smrt\u00ed p\u0159i prvn\u00ed reorganizaci.<\/p>\n

    A je\u0161t\u011b jedna konkr\u00e9tn\u00ed v\u011bc, kter\u00e1 se \u010dasto podce\u0148uje: SLA (service level agreement, tedy jasn\u011b definovan\u00e1 lh\u016fta a standard) na reakci. Ne na vy\u0159e\u0161en\u00ed probl\u00e9mu \u2013 na reakci. Firma nemus\u00ed ka\u017ed\u00fd probl\u00e9m vy\u0159e\u0161it do t\u00fddne. Ale mus\u00ed um\u011bt do p\u00e1r dn\u00ed \u0159\u00edct: \u201evid\u00edme to, \u0159e\u0161\u00edme to, takhle dlouho to potrv\u00e1“<\/em>.<\/strong> Z\u00e1kazn\u00edk, kter\u00fd d\u00e1 zp\u011btnou vazbu a dva m\u011bs\u00edce nesly\u0161\u00ed nic, si p\u0159\u00ed\u0161t\u011b ned\u00e1 tu pr\u00e1ci znovu.<\/p>\n

    Pro\u010d VoC programy us\u00ednaj\u00ed a jak je udr\u017eet na\u017eivu<\/h2>\n

    Tady je p\u00e1r d\u016fvod\u016f, kter\u00e9 vid\u00edm po\u0159\u00e1d dokola:<\/p>\n

    Zp\u011btn\u00e1 vazba se sb\u00edr\u00e1, ale nikdo neuzav\u00edr\u00e1 smy\u010dku<\/strong>. Z\u00e1kazn\u00edk d\u00e1 feedback, firma ho zpracuje intern\u011b, ale z\u00e1kazn\u00edkovi se nikdy ne\u0159ekne, co se s jeho podn\u011btem stalo. Po \u010dase si z\u00e1kazn\u00edci v\u0161imnou, \u017ee vypl\u0148ov\u00e1n\u00ed ankety nikam nevede, a p\u0159estanou odpov\u00eddat. Response rate kles\u00e1, data jsou m\u00ed\u0148 reprezentativn\u00ed, d\u016fv\u011bra ve v\u00fdsledky kles\u00e1 s n\u00ed \u2013 a je to spir\u00e1la dol\u016f.<\/p>\n

    Program se m\u011b\u0159\u00ed vanity metrikami, ne dopadem<\/strong>. Firma slav\u00ed, \u017ee NPS vzrostlo o t\u0159i body. Nikdo se nept\u00e1, jestli to t\u0159i body znamenaly ni\u017e\u0161\u00ed odchodovost nebo vy\u0161\u0161\u00ed CLV (customer lifetime value, celkov\u00e1 hodnota z\u00e1kazn\u00edka za dobu vztahu s firmou). Sk\u00f3re samo o sob\u011b byznys neposune, to ud\u011bl\u00e1 a\u017e akce, kterou sk\u00f3re vyvol\u00e1.<\/strong><\/p>\n

    Konkuruj\u00edc\u00ed priority<\/strong>. V \u017e\u00e1dn\u00e9 firm\u011b nen\u00ed nedostatek d\u016fle\u017eit\u00fdch v\u011bc\u00ed k \u0159e\u0161en\u00ed. VoC prohr\u00e1v\u00e1, kdy\u017e nem\u00e1 jasn\u00e9ho vlastn\u00edka s pravomoc\u00ed a kalend\u00e1\u0159em, ve kter\u00e9m m\u00e1 prostor pro akci. Qualtrics to potvrzuje \u201ekonkuruj\u00edc\u00ed organiza\u010dn\u00ed priority“<\/em> je dlouhodob\u011b nej\u010dast\u011bji zmi\u0148ovan\u00e1 p\u0159ek\u00e1\u017eka CX \u00fasp\u011bchu, u firem na ni\u017e\u0161\u00ed \u00farovni zralosti v\u00fdrazn\u011b \u010dast\u011bji ne\u017e u t\u011bch vysp\u011blej\u0161\u00edch.<\/p>\n

    Program roste rychleji ne\u017e organizace um\u00ed zpracovat<\/strong>. P\u0159id\u00e1 se nov\u00fd kan\u00e1l, nov\u00fd segment, nov\u00e1 sada ot\u00e1zek, ale kapacita na anal\u00fdzu a akci z\u016fstane stejn\u00e1. Data se hromad\u00ed, nikdo je nest\u00edh\u00e1 zpracovat, program vypad\u00e1 \u017eiv\u011b navenek (dashboardy b\u011b\u017e\u00ed), ale uvnit\u0159 je mrtv\u00fd.<\/p>\n

    Jak to udr\u017eet \u017eiv\u00e9? Z\u00e1klad je zjednodu\u0161uj\u00edc\u00ed, ale funguje: men\u0161\u00ed rozsah, rychlej\u0161\u00ed smy\u010dka, viditeln\u00e1 akce. Rad\u0161i m\u00e9n\u011b ot\u00e1zek s vy\u0161\u0161\u00ed n\u00e1vratnost\u00ed a rychlej\u0161\u00ed reakc\u00ed ne\u017e monstr\u00f3zn\u00ed \u010dtvrtletn\u00ed dotazn\u00edk, kter\u00fd nikdo nedo\u010dte. A pravideln\u011b komunikujte dovnit\u0159 firmy, co se d\u00edky zp\u011btn\u00e9 vazb\u011b zm\u011bnilo \u2013 intern\u00ed kan\u00e1l, kde se ukazuje \u201etohle jste n\u00e1m \u0159ekli, tohle jsme kv\u016fli tomu ud\u011blali“<\/em>, d\u011bl\u00e1 pro udr\u017een\u00ed energie v\u00edc ne\u017e jak\u00fdkoliv dashboard.<\/p>\n

    VoC program nen\u00ed projekt, kter\u00fd se jednou spust\u00ed a pak b\u011b\u017e\u00ed s\u00e1m. Je to provozn\u00ed discipl\u00edna<\/strong>, stejn\u011b jako \u00fa\u010detnictv\u00ed nebo bezpe\u010dnost pr\u00e1ce. Vy\u017eaduje vlastn\u00edka, rytmus a viditeln\u00e9 v\u00fdsledky. Bez toho z\u016fstane jen sb\u00edrkou hezk\u00fdch \u010d\u00edsel, kter\u00e1 nikoho nezaj\u00edmaj\u00ed a p\u0159esn\u011b tam v\u011bt\u0161ina firem dnes je.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Skoro ka\u017ed\u00e1 firma, se kterou mluv\u00edm, mi \u0159ekne, \u017ee m\u00e1 […]<\/p>\n","protected":false},"author":5,"featured_media":7604,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[55,72],"tags":[70],"class_list":["post-7603","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie","category-vsechny-clanky","tag-featured"],"_links":{"self":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/7603","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=7603"}],"version-history":[{"count":5,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/7603\/revisions"}],"predecessor-version":[{"id":7614,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/7603\/revisions\/7614"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media\/7604"}],"wp:attachment":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media?parent=7603"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/categories?post=7603"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/tags?post=7603"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}