{"id":3943,"date":"2019-07-02T12:26:09","date_gmt":"2019-07-02T10:26:09","guid":{"rendered":"http:\/\/blog.survio.cz\/?p=3943"},"modified":"2020-10-12T13:59:25","modified_gmt":"2020-10-12T11:59:25","slug":"net-promoter-score-nalozit-vysledky-2-dil","status":"publish","type":"post","link":"https:\/\/blog-cz.survio.com\/pripady-uziti\/survio-pro-marketing\/net-promoter-score-nalozit-vysledky-2-dil\/","title":{"rendered":"Net Promoter Score\u00ae<\/sup>: Jak nalo\u017eit s v\u00fdsledky NPS \u2013 2. d\u00edl"},"content":{"rendered":"

Net Promoter Score\u00ae<\/sup>, metoda, kter\u00e1 pomoc\u00ed trivi\u00e1ln\u00ed, trefn\u011b polo\u017een\u00e9 ot\u00e1zky pom\u00e1h\u00e1 firm\u00e1m na cel\u00e9m sv\u011bt\u011b zji\u0161\u0165ovat, jak jsou na tom s loajalitou jejich z\u00e1kazn\u00edk\u016f \u010di u\u017eivatel\u016f<\/strong>. V minul\u00e9m d\u00edle na\u0161eho seri\u00e1lu o NPS<\/a><\/span>\u00ae<\/sup><\/span> jsme se dozv\u011bd\u011bli, jak tento popul\u00e1rn\u00ed n\u00e1stroj vlastn\u011b funguje, jak\u00fdm zp\u016fsobem se pou\u017e\u00edv\u00e1 a jak vypadaj\u00ed jeho v\u00fdsledky<\/a>. Tentokr\u00e1t se zam\u011b\u0159\u00edme na to, jak nam\u011b\u0159en\u00e9 hodnoty<\/strong> vlastn\u011b interpretovat<\/strong> a zda je tato metoda opravdu tak bezchybn\u00e1, jak se na prvn\u00ed pohled zd\u00e1.<\/span><\/p>\n

\"NPS<\/p>\n\n

Co s nam\u011b\u0159en\u00fdmi hodnotami?<\/b><\/h2>\n

Z\u00edskan\u00e9 v\u00fdsledky NPS\u00ae<\/sup> se shroma\u017e\u010fuj\u00ed do pravideln\u00fdch p\u0159ehled\u016f<\/strong>, jejich\u017e obsah, frekvenci, \u010di to, komu a v jak\u00fdch p\u0159\u00edpadech budou zas\u00edl\u00e1ny, si m\u016f\u017eete p\u0159edem sami nastavit a kdykoliv zm\u011bnit. Nap\u0159\u00edklad mana\u017eer, kter\u00fd se star\u00e1 o v\u00edce pobo\u010dek najednou, si je prost\u0159ednictv\u00edm jedn\u00e9 hodnoty m\u016f\u017ee snadno porovn\u00e1vat mezi sebou. Ka\u017ed\u00e1 firma si rovn\u011b\u017e mus\u00ed ujasnit, jak s t\u011bmito v\u00fdsledky pak d\u00e1le bude hospoda\u0159it – kdo je bude zpracov\u00e1vat, na co se zam\u011b\u0159ovat, kter\u00fd t\u00fdm bude impuls a kter\u00fd exekutor zm\u011bn<\/strong>.\u00a0<\/span><\/p>\n

V\u00fdhodou t\u011bchto report\u016f je, \u017ee p\u0159i v\u011bt\u0161\u00edm objemu dat se daj\u00ed snadno srovn\u00e1vat mezi sebou<\/strong>. Vytv\u00e1\u0159\u00ed tak jakousi k\u0159ivku \u00fasp\u011b\u0161nosti jednak va\u0161\u00ed firmy a jednak i v porovn\u00e1n\u00ed s jin\u00fdmi firmami. M\u016f\u017eete tak snadno detekovat, \u017ee se n\u011bkde stala chyba, nebo naopak, \u017ee je v\u0161e v po\u0159\u00e1dku a i jak je na tom konkurence. U cel\u00e9 \u0159ady firem se nav\u00edc prok\u00e1zala p\u0159\u00edm\u00e1 souvislost mezi v\u00fdsledky hospoda\u0159en\u00ed a vysok\u00fdm NPS\u00ae<\/sup><\/strong>, co\u017e je logick\u00e9, proto\u017ee \u010d\u00edm v\u00edce z\u00e1kazn\u00edk\u016f m\u00e1te, t\u00edm se firm\u011b da\u0159\u00ed v\u00edc. M\u016f\u017eeme tedy popsat p\u0159\u00edmou linii mezi r\u016fstem loaj\u00e1lnosti a r\u016fstem firmy.<\/span><\/p>\n

Tyto hodnoty se pro v\u00e1s rovn\u011b\u017e m\u016f\u017eou st\u00e1t d\u016fle\u017eit\u00fdmi indik\u00e1tory pr\u016fb\u011bhu r\u016fzn\u00fdch v\u00fdjime\u010dn\u00fdch situac\u00ed<\/strong>. M\u016f\u017eete t\u0159eba pozorovat zm\u011bny spokojenosti klient\u016f<\/strong> po proveden\u00ed z\u00e1sadn\u00edch zm\u011bn, \u010di v\u0161eobecn\u011b klesaj\u00edc\u00ed m\u00edru spokojenosti pravideln\u00fdch z\u00e1kazn\u00edk\u016f a vy\u0159e\u0161it jejich probl\u00e9m d\u0159\u00edve, ne\u017e ute\u010dou ke konkurenci<\/strong>. Naopak velmi pozitivn\u00ed ohlasy m\u016f\u017eete pou\u017e\u00edt pro pos\u00edlen\u00ed celkov\u00e9ho pozitivn\u00edho dojmu<\/strong> va\u0161\u00ed firmy a Propag\u00e1tory d\u00e1le sm\u011b\u0159ovat k zanech\u00e1n\u00ed rozs\u00e1hlej\u0161\u00ed recenze na hodnotic\u00edch platform\u00e1ch.\u00a0<\/span><\/p>\n

\"NPS<\/p>\n\n

NPS\u00ae<\/sup> metoda nen\u00ed samosp\u00e1sn\u00e1<\/b><\/h2>\n

Mus\u00ed se samoz\u0159ejm\u011b po\u010d\u00edtat s t\u00edm, \u017ee NPS\u00ae<\/sup> nen\u00ed metodou, kter\u00e1 jde do hloubky a informace jsou pom\u011brn\u011b zjednodu\u0161en\u00e9. Konkr\u00e9tn\u00ed detaily probl\u00e9mu a toho, co jej zp\u016fsobilo, v\u00e1m NPS\u00ae<\/sup><\/span> nezajist\u00ed.<\/strong> Je rovn\u011b\u017e k diskuzi, jak moc se hodnotitel\u00e9 nechaj\u00ed ovlivnit sv\u00fdm moment\u00e1ln\u00edm rozpolo\u017een\u00edm. Zda si sv\u00e9 hodnocen\u00ed pe\u010dliv\u011b prom\u00fd\u0161l\u00ed, jak vn\u00edmaj\u00ed rozsah \u0161k\u00e1ly a nuance mezi jednotliv\u00fdmi hodnotami. Ned\u00e1 se nav\u00edc s jistotou \u0159\u00edci, zda respondenti hodnotili spokojenost se slu\u017ebou, \u010di samotn\u00fd produkt a zda by va\u0161i firmu v re\u00e1ln\u00e9m p\u0159\u00edpad\u011b opravdu doporu\u010dili.<\/span><\/p>\n

To v\u0161e je da\u0148 za rychlost a snadnost – p\u0159eva\u017euj\u00edc\u00ed d\u016fvody, pro\u010d st\u00e1le v\u00edce firem po tomto hodnocen\u00ed i tak sah\u00e1. Hodnotitele to nestoj\u00ed \u010das a sp\u00ed\u0161e tak odpov\u00ed.<\/strong> Nav\u00edc s\u00e1m, bez vn\u011bj\u0161\u00edch vliv\u016f, tak\u017ee pravd\u011bpodobn\u011b i v\u011brohodn\u011bji. NPS\u00ae<\/sup> nav\u00edc pracuje se z\u00e1kaznickou zku\u0161enost\u00ed<\/strong>, narozd\u00edl od ostatn\u00edch m\u011b\u0159en\u00ed, kter\u00e1 \u0159e\u0161\u00ed pouze finance. Spole\u010dn\u011b to tak podtrhuje fakt, \u017ee i navzdory sv\u00fdm nep\u0159esnostem je NPS\u00ae<\/sup> solidn\u00ed metrikou.\u00a0<\/span>Mus\u00edme si nicm\u00e9n\u011b uv\u011bdomit, \u017ee je nutn\u00e9 NPS\u00ae<\/sup> vn\u00edmat pouze coby jeden z mnoha zdroj\u016f<\/strong> zp\u011btn\u00e9 vazby. Pro v\u011bt\u0161\u00ed p\u0159esnost z\u00edskan\u00fdch informac\u00ed se doporu\u010duje jej kombinovat i s jin\u00fdmi zdroji<\/strong>.<\/p>\n\n

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Alternativn\u00edmi zdroji zp\u011btn\u00e9 vazby mohou b\u00fdt nap\u0159\u00edklad:<\/span><\/p>\n\n