{"id":3927,"date":"2019-06-21T09:15:08","date_gmt":"2019-06-21T07:15:08","guid":{"rendered":"http:\/\/blog.survio.cz\/?p=3927"},"modified":"2020-10-12T13:59:04","modified_gmt":"2020-10-12T11:59:04","slug":"zakaznicky-pruzkum-net-promoter-score-dale-roste-na-popularite-1-dil","status":"publish","type":"post","link":"https:\/\/blog-cz.survio.com\/pripady-uziti\/survio-pro-marketing\/zakaznicky-pruzkum-net-promoter-score-dale-roste-na-popularite-1-dil\/","title":{"rendered":"Net Promoter Score<sup>\u00ae<\/sup>: NPS roste na popularit\u011b &#8211; 1. d\u00edl"},"content":{"rendered":"<p><a href=\"https:\/\/www.walkerinfo.com\/who-we-are\/media\/walker-releases-report-customers-2020-a-progress-report-at-b-to-b-customer-experience-summit\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Studie<\/span><\/a><span style=\"font-weight: 400;\">, proveden\u00e1 agenturou Walker Information poukazuje na to, \u017ee do roku 2020 se <strong>z\u00e1kaznick\u00e1 zku\u0161enost (CX)<\/strong> stane kl\u00ed\u010dov\u00fdm rozd\u00edlem mezi zna\u010dkami. Tento nar\u016fstaj\u00edc\u00ed trend tak postav\u00ed <strong>spokojenost z\u00e1kazn\u00edk\u016f<\/strong> je\u0161t\u011b p\u0159ed cenu a produkt. Spokojen\u00e9 z\u00e1kazn\u00edky si mus\u00edme st\u0159e\u017eit jako oko v hlav\u011b a jejich spokojenost aktivn\u011b p\u011bstovat. <strong>Net Promoter Score<sup>\u00ae<\/sup><\/strong>, zp\u016fsob <strong>m\u011b\u0159en\u00ed loajality a spokojenosti z\u00e1kazn\u00edk\u016f<\/strong>, p\u0159edstavuje v\u00fdraznou pomoc a pom\u00e1h\u00e1 firm\u00e1m l\u00e9pe porozum\u011bt vztahu s jejich z\u00e1kazn\u00edky. Tento mana\u017eersk\u00fd n\u00e1stroj, jeho\u017e podstatou je jednodu\u0161e polo\u017een\u00e1, av\u0161ak p\u0159esn\u011b c\u00edlen\u00e1 ot\u00e1zka, v sou\u010dasnosti pou\u017e\u00edv\u00e1 <\/span><span style=\"font-weight: 400;\">st\u00e1le v\u00edce \u00fasp\u011b\u0161n\u00fdch firem<\/span><span style=\"font-weight: 400;\">. V prvn\u00edm d\u00edle na\u0161eho seri\u00e1lu, kter\u00fd n\u00e1m tuto metodu p\u0159ibl\u00ed\u017e\u00ed, se do\u010dtete, <strong>co to NPS<sup>\u00ae<\/sup> vlastn\u011b je a jak jej vypo\u010dteme<\/strong>.<\/span><\/p>\n\n<h2><b>Co je NPS<strong><sup>\u00ae<\/sup><\/strong>?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">V\u0161e za\u010dalo t\u00edm, \u017ee marketingov\u00fd konzultant Fred Reichheld vyvolal v roce 2003 rozruch sv\u00fdm \u010dl\u00e1nkem <\/span><a href=\"https:\/\/hbr.org\/2003\/12\/the-one-number-you-need-to-grow\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The One Number You Need To Grow<\/span><\/a><span style=\"font-weight: 400;\">, publikovan\u00e9m v Harvard Business Review. Po boku Bain &amp; Co. v n\u011bm prohla\u0161uje, \u017ee se z\u00e1kazn\u00edk\u016f sta\u010d\u00ed zeptat na jedinou jednoduchou ot\u00e1zku a z\u00edsk\u00e1te tak p\u0159edstavu o tom, jak moc jsou v\u016f\u010di va\u0161\u00ed firm\u011b loaj\u00e1ln\u00ed. Tedy, jestli se k v\u00e1m a va\u0161emu produktu budou vracet. Jeho argumenty, op\u00edraj\u00edc\u00ed se o mnohalet\u00fd pr\u016fzkum, vyzdvihuj\u00ed hlavn\u011b jednoduchost p\u0159i m\u011b\u0159en\u00ed a tak\u00e9 to, \u017ee <strong>je tato metoda aplikovateln\u00e1 v jak\u00e9mkoliv odv\u011btv\u00ed<\/strong>. <\/span><span style=\"font-weight: 400;\">NPS<sup>\u00ae<\/sup> reprezentuje <strong>ochotu z\u00e1kazn\u00edka<\/strong>, z vlastn\u00ed v\u016fle <strong>\u0161\u00ed\u0159it dobro o va\u0161\u00ed zna\u010dce<\/strong> na z\u00e1klad\u011b jeho <strong>vlastn\u00ed zku\u0161enosti<\/strong> s n\u00ed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Princip m\u011b\u0159en\u00ed NPS<sup>\u00ae<\/sup>\u00a0je velmi jednoduch\u00fd. Po interakci s va\u0161\u00edm z\u00e1kazn\u00edkem (nap\u0159. n\u00e1kup v obchod\u011b, realizace slu\u017eby apod.) se ho prost\u0159ednictv\u00edm dotazn\u00edkov\u00e9 ot\u00e1zky zept\u00e1te, <strong>jak moc je pravd\u011bpodobn\u00e9, \u017ee by va\u0161e slu\u017eby doporu\u010dil sv\u00e9mu kolegovi nebo kamar\u00e1dovi<\/strong>. Svou zku\u0161enost pak z\u00e1kazn\u00edk impulzivn\u011b <strong>ohodnot\u00ed na \u0161k\u00e1le od 0 do 10<\/strong>, kdy 0 zastupuje \u201cur\u010dit\u011b nedoporu\u010duji\u201d a 10 \u201cur\u010dit\u011b doporu\u010duji\u201d a ode\u0161le va\u0161\u00edm sm\u011brem.\u00a0<\/span><span style=\"font-weight: 400;\">Je mo\u017en\u00e9 jej nav\u00edc <strong>doplnit o slovn\u00ed zp\u011btnou vazbu<\/strong>. Z\u00e1kazn\u00edk v\u00e1m tak m\u016f\u017ee dobrovoln\u011b sd\u011blit, co by se mu je\u0161t\u011b l\u00edbilo, \u010di p\u0159isp\u011blo k jeho v\u011bt\u0161\u00ed spokojenosti. I kdy\u017e nepovinn\u00fd feedback zeslo\u017ei\u0165uje proces zpracov\u00e1n\u00ed, m\u016f\u017ee p\u0159edstavovat ide\u00e1ln\u00ed <strong>vod\u00edtko<\/strong> k tomu, <strong>co by v\u00e1s mohlo posunout d\u00e1le<\/strong>.<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-3930\" src=\"\/cs\/blog\/wp-content\/uploads\/2019\/06\/image-1.png\" alt=\"NPS\" width=\"874\" height=\"349\" srcset=\"https:\/\/blog-cz.survio.com\/wp-content\/uploads\/2019\/06\/image-1.png 874w, https:\/\/blog-cz.survio.com\/wp-content\/uploads\/2019\/06\/image-1-300x120.png 300w, https:\/\/blog-cz.survio.com\/wp-content\/uploads\/2019\/06\/image-1-768x307.png 768w, https:\/\/blog-cz.survio.com\/wp-content\/uploads\/2019\/06\/image-1-530x212.png 530w\" sizes=\"(max-width: 874px) 100vw, 874px\" \/><\/p>\n\n<h2><b>Nekonven\u010dn\u00ed v\u00fdpo\u010det<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">\u0158\u00edk\u00e1te si, nic nov\u00e9ho pod sluncem, v\u0161echno se\u010dtu a vypo\u010d\u00edt\u00e1m pr\u016fm\u011br. Zde v\u0161ak nast\u00e1v\u00e1 bod zlomu. Nestandardn\u00ed v\u00fdpo\u010det NPS<sup>\u00ae<\/sup>\u00a0je pr\u00e1v\u011b to, co ho \u010din\u00ed jedine\u010dn\u00fdm. Hodnotic\u00ed \u0161k\u00e1la se toti\u017e nel\u00e1me p\u0159esn\u011b v p\u016flce a jej\u00ed neutr\u00e1ln\u00ed hodnota nen\u00ed tam, kde byste ji \u010dekali. Podle sv\u00e9ho vyj\u00e1d\u0159en\u00ed <strong>se u NPS<sup>\u00ae<\/sup> respondenti d\u011bl\u00ed na n\u00e1sleduj\u00edc\u00ed t\u0159i skupiny<\/strong>:<\/span><\/p>\n\n<div class=\"block block-keywords\">\n<ul>\n \t<li style=\"font-weight: 400;\"><b>P\u0159\u00edznivci\u00a0<\/b><i><span style=\"font-weight: 400;\">(hodnocen\u00ed 9-10)<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; loaj\u00e1ln\u00ed a nad\u0161en\u00ed z\u00e1kazn\u00edci, kte\u0159\u00ed u v\u00e1s budou d\u00e1le nakupovat, s radost\u00ed o tom vykl\u00e1dat ostatn\u00edm a podporovat tak v\u00e1\u0161 r\u016fst.<\/span><\/li>\n \t<li style=\"font-weight: 400;\"><b>Neutr\u00e1ln\u00ed\/pasivn\u00ed<\/b> <i><span style=\"font-weight: 400;\">(hodnocen\u00ed 7-8)<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; z\u00e1kazn\u00edci, kte\u0159\u00ed jsou spokojen\u00ed, ale nejsou tolik nad\u0161en\u00ed. Nepomluv\u00ed v\u00e1s, ale bez v\u00e1h\u00e1n\u00ed p\u0159ejdou ke konkurenci.<\/span><\/li>\n \t<li style=\"font-weight: 400;\"><b>Kritici <\/b><i><span style=\"font-weight: 400;\">(hodnocen\u00ed 0-6)<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; Nespokojen\u00ed z\u00e1kazn\u00edci, kte\u0159\u00ed se o sv\u00e9 negativn\u00ed zku\u0161enosti nejsp\u00ed\u0161 nebudou b\u00e1t mluvit a m\u016f\u017eou tak \u0161\u00ed\u0159en\u00edm sv\u00fdch n\u00e1zor\u016f po\u0161kodit va\u0161i zna\u010dku.<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">Samotn\u00e9 sk\u00f3re pak vypo\u010d\u00edt\u00e1te tak, \u017ee <strong>ode\u010dtete procento Kritik\u016f od procenta P\u0159\u00edznivc\u016f<\/strong>. Respektive se\u010dtete v\u0161echny P\u0159\u00edznivce, ode\u010dtete od nich v\u0161echny Kritiky a v\u00fdsledek vyd\u011bl\u00edte celkov\u00fdm po\u010dtem z\u00edskan\u00fdch odpov\u011bd\u00ed. Skupina Neutr\u00e1l\u016f je sice pro firmu tak\u00e9 nesm\u00edrn\u011b d\u016fle\u017eit\u00e1, ale z hlediska v\u00fdpo\u010dtu v\u016fbec neovlivn\u00ed v\u00fdslednou hodnotu. To je d\u00e1no metodikou.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0158ekn\u011bme nap\u0159\u00edklad, \u017ee od 10 z\u00e1kazn\u00edk\u016f z\u00edsk\u00e1te hodnocen\u00ed <\/span><i><span style=\"font-weight: 400;\">0, 0, 1, 4, 5, 6, 7, 8, 9, 10<\/span><\/i><span style=\"font-weight: 400;\">. Tedy <strong>6 Kritik\u016f<\/strong>, <strong>2 Neutr\u00e1lov\u00e9<\/strong> a <strong>2 P\u0159\u00edznivci<\/strong>. Pr\u016fm\u011brn\u00e9 hodnocen\u00ed je 5, co\u017e na \u0161k\u00e1le od 0 do 10 neud\u011bl\u00e1 ani \u0161kodu, ani u\u017eitek. NPS<sup>\u00ae<\/sup> sk\u00f3re pak ale po\u010d\u00edt\u00e1me takto: <\/span><strong><i>20% &#8211; 60%<\/i><\/strong><span style=\"font-weight: 400;\"> resp. <\/span><strong><i>(2 &#8211; 6) \/ 10 <\/i><\/strong><span style=\"font-weight: 400;\">a z\u00edsk\u00e1me tak v\u00fdsledek <\/span><strong><i>-40%<\/i><\/strong><span style=\"font-weight: 400;\"> neboli <\/span><strong><i>-0,4<\/i><\/strong><span style=\"font-weight: 400;\">. Pr\u016fm\u011br 5 z 10 nezn\u00ed sice skv\u011ble, ale d\u00e1 se p\u0159e\u017e\u00edt. -0,4 z 10 u\u017e je ale dost nep\u0159\u00edjemn\u00e9 proz\u0159en\u00ed do reality.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To je v\u0161ak hlavn\u00ed my\u0161lenkou NPS<sup>\u00ae<\/sup>. <strong>N\u011bkdo, kdo v\u00e1s ohodnot\u00ed pr\u016fm\u011brn\u011b \u010di h\u016f\u0159, v\u00e1s nejsp\u00ed\u0161 propagovat nebude.<\/strong> Takov\u00e9 u\u017eivatele \u010di z\u00e1kazn\u00edky t\u00edm p\u00e1dem je pova\u017eujeme za kritiky. Nebudou toti\u017e loaj\u00e1ln\u00ed. Je tedy pot\u0159eba na sob\u011b zapracovat, v\u00edce se sna\u017eit,\u00a0 n\u011bco vylep\u0161it, abyste je \u010dasem prom\u011bnili v P\u0159\u00edznivce. NPS<sup>\u00ae<\/sup> se d\u00e1 tedy ch\u00e1pat jako <strong>signalizace toho<\/strong>, <strong>\u017ee<\/strong> pravd\u011bpodobn\u011b n\u011bkde <strong>n\u011bco nefunguje<\/strong> a\u017e tak dob\u0159e, jak by m\u011blo. Jestli a jak na to pak zareagujete je u\u017e na v\u00e1s.<\/span><\/p>\n\n<div class=\"block block-example\">\n<p><em>Survio nab\u00edz\u00ed Net Promoter Score<\/em><sup>\u00ae<\/sup><em> p\u0159\u00edmo jako jeden z typ\u016f ot\u00e1zek a p\u0159edvypln\u00ed za V\u00e1s i zn\u011bn\u00ed samotn\u00e9 ot\u00e1zky.<\/em><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-3808\" src=\"\/cs\/blog\/wp-content\/uploads\/2017\/12\/NPS_pridani_otazky_upraveno.png\" alt=\"\" width=\"700\" height=\"379\" srcset=\"https:\/\/blog-cz.survio.com\/wp-content\/uploads\/2017\/12\/NPS_pridani_otazky_upraveno.png 700w, https:\/\/blog-cz.survio.com\/wp-content\/uploads\/2017\/12\/NPS_pridani_otazky_upraveno-300x162.png 300w, https:\/\/blog-cz.survio.com\/wp-content\/uploads\/2017\/12\/NPS_pridani_otazky_upraveno-530x287.png 530w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><em>Pokud V\u00e1m zn\u011bn\u00ed ot\u00e1zky nevyhovuje m\u016f\u017eete si ho, stejn\u011b jako text odpov\u011bd\u00ed, upravit podle sv\u00fdch pot\u0159eb a preferenc\u00ed. \u0160k\u00e1la a samotn\u00fd v\u00fdpo\u010det jsou v\u0161ak nastaveny podle metodiky Freda Reichhelda, jejich \u00fapravou by se zm\u011bnil zp\u016fsob vyhodnocov\u00e1n\u00ed a proto do nich nelze zasahovat.<\/em><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-3805\" src=\"\/cs\/blog\/wp-content\/uploads\/2017\/12\/NPS_1_otazka_upraveno.png\" alt=\"\" width=\"700\" height=\"258\" srcset=\"https:\/\/blog-cz.survio.com\/wp-content\/uploads\/2017\/12\/NPS_1_otazka_upraveno.png 700w, https:\/\/blog-cz.survio.com\/wp-content\/uploads\/2017\/12\/NPS_1_otazka_upraveno-300x111.png 300w, https:\/\/blog-cz.survio.com\/wp-content\/uploads\/2017\/12\/NPS_1_otazka_upraveno-530x195.png 530w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n\n<\/div>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.survio.com\/cs\/blog\/net-promoter-score-nalozit-vysledky-2-dil\/\" target=\"_blank\" rel=\"noopener\"><strong>Jak d\u00e1le nakl\u00e1dat s nasb\u00edran\u00fdmi hodnotami<\/strong><\/a>, o <a href=\"https:\/\/www.survio.com\/cs\/blog\/net-promoter-score-nalozit-vysledky-2-dil\/\" target=\"_blank\" rel=\"noopener\"><strong>v\u00fdhod\u00e1ch<\/strong>, <strong>nev\u00fdhod\u00e1ch<\/strong> a dal\u0161\u00edch <strong>detailech<\/strong> <strong>NPS<sup>\u00ae<\/sup><\/strong><\/a> se do\u010dtete ve <a href=\"\/cs\/blog\/net-promoter-score-nalozit-vysledky-2-dil\/\"><strong>druh\u00e9m d\u00edlu na\u0161eho seri\u00e1lu<\/strong><\/a>. Do t\u00e9 doby n\u00e1m nev\u00e1hejte pos\u00edlat sv\u00e9 dotazy, koment\u00e1\u0159e, \u010di n\u00e1m\u011bty\u00a0na <a title=\"Ofici\u00e1ln\u00ed str\u00e1nka Survio na Facebooku\" href=\"https:\/\/www.facebook.com\/theSurvio\" target=\"_blank\" rel=\"noopener noreferrer\">Facebooku<\/a>, <a title=\"Sledujte n\u00e1s na Twitteru\" href=\"https:\/\/twitter.com\/theSurvio\" target=\"_blank\" rel=\"noopener noreferrer\">Twitteru\u00a0<\/a>nebo <a title=\"Kontaktujte n\u00e1s\" href=\"https:\/\/www.survio.com\/cs\/kontakt#support\" target=\"_blank\" rel=\"noopener noreferrer\">mailem<\/a>!\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"<div class=\"post-excerpt\">Studie, proveden\u00e1 agenturou Walker Information poukazuje na to, \u017ee do roku 2020 se z\u00e1kaznick\u00e1 zku\u0161enost (CX) stane kl\u00ed\u010dov\u00fdm rozd\u00edlem mezi zna\u010dkami. Tento nar\u016fstaj\u00edc\u00ed trend tak postav\u00ed spokojenost z\u00e1kazn\u00edk\u016f je\u0161t\u011b p\u0159ed cenu a produkt. Spokojen\u00e9 z\u00e1kazn\u00edky&hellip;<\/div>\n","protected":false},"author":3,"featured_media":3935,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57],"tags":[27,29],"class_list":["post-3927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-survio-pro-marketing","tag-net-promoter-score","tag-nps"],"_links":{"self":[{"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/posts\/3927","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/comments?post=3927"}],"version-history":[{"count":4,"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/posts\/3927\/revisions"}],"predecessor-version":[{"id":4710,"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/posts\/3927\/revisions\/4710"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/media\/3935"}],"wp:attachment":[{"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/media?parent=3927"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/categories?post=3927"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/tags?post=3927"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}