{"id":3969,"date":"2019-07-18T16:30:11","date_gmt":"2019-07-18T14:30:11","guid":{"rendered":"http:\/\/blog.survio.cz\/?p=3969"},"modified":"2020-10-12T14:01:41","modified_gmt":"2020-10-12T12:01:41","slug":"net-promoter-score-nps-ocima-webnode-3-dil","status":"publish","type":"post","link":"https:\/\/blog-cz.survio.com\/pripady-uziti\/survio-pro-marketing\/net-promoter-score-nps-ocima-webnode-3-dil\/","title":{"rendered":"Net Promoter Score\u00ae<\/sup>: NPS o\u010dima Webnode \u2013 3. d\u00edl"},"content":{"rendered":"

V prvn\u00edch dvou d\u00edlech seri\u00e1lu o Net Promoter Score\u00ae<\/sup>, obl\u00edben\u00e9m n\u00e1stroji pro m\u011b\u0159en\u00ed loajality z\u00e1kazn\u00edk\u016f<\/strong>, jsme pro v\u00e1s p\u0159ibl\u00ed\u017eili, co tato metoda vlastn\u011b p\u0159edstavuje<\/a>, jak ji vypo\u010d\u00edt\u00e1me<\/a> a jak interpretovat v\u00fdsledky<\/a>. Polemizovali jsme rovn\u011b\u017e o jej\u00edch kladech a z\u00e1porech<\/a>. To v\u0161e\u00a0<\/span>ale\u00a0byla p\u0159edev\u0161\u00edm teorie. V tomto d\u00edle na\u0161eho seri\u00e1lu si uk\u00e1\u017eeme, jak NPS\u00ae<\/sup> funguje v praxi, a to na konkr\u00e9tn\u00edm p\u0159\u00edkladu pou\u017eit\u00ed ve firm\u011b Webnode<\/a>, online platform\u011b na tvorbu webov\u00fdch str\u00e1nek. O sv\u00e9 post\u0159ehy se s n\u00e1mi pod\u011blil Slawomir Budziak, Chief Customer Officer (CCO) Webnode.<\/p>\n\n

\u201cNPS je to, \u017ee t\u011b n\u011bco sv\u011bd\u00ed. Jestli na ten impuls zareaguje\u0161 a jak a kdy se po\u0161kr\u00e1be\u0161, to u\u017e je na tob\u011b.\u201d<\/b><\/h2>\n

K procesu implementace NPS\u00ae<\/sup> ve Webnode v roce 2014, na kter\u00e9m se pod\u00edlely 4 osoby z veden\u00ed, p\u0159isp\u011bly 3 hlavn\u00ed d\u016fvody: <\/span>proaktivn\u00ed nav\u00e1z\u00e1n\u00ed a udr\u017een\u00ed vztah\u016f se z\u00e1kazn\u00edky, zachycen\u00ed z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed by mohli odej\u00edt, a poskytnut\u00ed zp\u011btn\u00e9 vazby, t\u00fdkaj\u00edc\u00ed se produktu<\/b>. Moment\u00e1ln\u011b m\u00e1 NPS\u00ae<\/sup> pod drobnohledem t\u00fdm kvality<\/strong>. V\u00fdsledky NPS\u00ae<\/sup> a zp\u011btn\u00e9 vazby na jednotliv\u00fdch trz\u00edch pak zpracov\u00e1vaj\u00ed v\u017edy \u010dlenov\u00e9 t\u00fdmu, kte\u0159\u00ed ovl\u00e1daj\u00ed \u0159e\u010d dan\u00e9ho regionu. Celkov\u00e9 souhrny dat pak\u00a0<\/strong><\/span>v pravideln\u00fdch reportech\u00a0<\/strong>putuj\u00ed k CCO<\/strong>. \u201cJedn\u00e1 se o opravdu velik\u00fd objem dat a je proto velmi d\u016fle\u017eit\u00e9, jak se s n\u00edm nakl\u00e1d\u00e1 a jak je cel\u00fd proces zpracov\u00e1n\u00ed feedbacku nastaven\u00fd\u201d, popisuje Budziak.<\/p>\n

\"Net<\/span><\/p>\n

Na NPS\u00ae<\/sup> se <\/strong>ve Webnode reaguje povinn\u011b<\/strong>. Negativn\u00ed feedback k nedostatk\u016fm produktu, jeho nepochopen\u00ed, \u010di nespokojenost s n\u00edm se pova\u017euje jako u\u017eivatelsk\u00fd po\u017eadavek. Tyto informace se sb\u00edraj\u00ed pomoc\u00ed zaveden\u00e9ho procesu a souhrnn\u011b putuj\u00ed k produktov\u00e9mu t\u00fdmu. V r\u00e1mci promptn\u00edho bug-fixingu se opravuj\u00ed prim\u00e1rn\u011b kritick\u00e9 bugy. \u201cPravideln\u00fd report typicky obsahuje konkr\u00e9tn\u00ed, jasn\u011b identifikovateln\u00e1 data – tolik u\u017eivatel\u016f, z t\u011bchto zem\u00ed, v takov\u00e9m obdob\u00ed. Objem, d\u016fle\u017eitost a rentabilita trh\u016f, ze kter\u00fdch tento feedback p\u0159i\u0161el, n\u00e1sledn\u011b rozhoduje o tom, jak se s n\u00edm bude d\u00e1le pracovat\u201d, vysv\u011btluje intern\u00ed procesy Budziak. Fin\u00e1ln\u00ed rozhodnut\u00ed je pak na stran\u011b produktov\u00e9ho t\u00fdmu<\/strong>.<\/span><\/p>\n

V\u011bt\u0161inu zp\u011btn\u00fdch vazeb a samotn\u00e9ho NPS\u00ae<\/sup> \u0159e\u0161\u00ed klasi\u010dt\u00ed agenti p\u00e9\u010de o z\u00e1kazn\u00edky.<\/strong> V\u00fdjime\u010dn\u00e9 p\u0159\u00edpady, nap\u0159\u00edklad vyost\u0159en\u00e9 situace, se pak ku spokojenosti z\u00e1kazn\u00edka sna\u017e\u00ed rozuzlit s\u00e1m CCO. \u201cU pozitivn\u00edch feedback\u016f se naopak sna\u017e\u00edme uplatnit princip p\u0159idan\u00e9 hodnoty – poskytneme mu nap\u0159\u00edklad u\u017eite\u010dn\u00e9 tipy, nebo mu \u0159ekneme o produktov\u00fdch novink\u00e1ch, kter\u00e9 by jej mohly zaujmout. Odch\u00e1z\u00ed pak s pocitem, \u017ee se dozv\u011bd\u011bl, co d\u011blat l\u00e9pe. Je to jak\u00e1si forma odm\u011bny za jeho \u010das<\/strong>, v\u011bnovan\u00fd feedbacku\u201d, \u0159\u00edk\u00e1 Budziak. Pokud je zp\u011btn\u00e1 vazba opravdu rozs\u00e1hl\u00e1, sna\u017e\u00ed se Webnode autora odm\u011bnit i hmatateln\u011b, t\u0159eba prodlou\u017een\u00fdm bal\u00ed\u010dkem slu\u017eeb nebo d\u00e1rkem. \u201cTakov\u00e9to spokojen\u00e9 reakce jsou pro n\u00e1s toti\u017e velmi cenn\u00e9 a mohou se nav\u00edc pou\u017e\u00edt i jako review, t\u0159eba nap\u00ed\u0161\u00ed hodnocen\u00ed na n\u011bkter\u00e9m z recenzn\u00edch port\u00e1l\u016f\u201d, dod\u00e1v\u00e1.<\/span><\/p>\n\n

Co to firm\u011b p\u0159ineslo? Co se zm\u011bnilo?<\/b><\/h2>\n

NPS\u00ae<\/sup> Webnode pova\u017euje za zaj\u00edmav\u00fd zdroj informac\u00ed<\/strong>, jejich \u0159e\u0161en\u00ed v\u0161ak p\u0159edstavuje jistou administrativn\u00ed z\u00e1t\u011b\u017e<\/strong>. \u201cJe to dvojse\u010dn\u00fd me\u010d. Nad r\u00e1mec oby\u010dejn\u00fdch u\u017eivatelsk\u00fdch dotaz\u016f, kter\u00e9 d\u00e1le \u0159e\u0161\u00ed odd\u011blen\u00ed z\u00e1kaznick\u00e9 p\u00e9\u010de, chod\u00ed m\u011bs\u00ed\u010dn\u011b je\u0161t\u011b i stovky zp\u011btn\u00fdch vazeb z NPS\u00ae<\/sup>. Ty se mus\u00ed zpracovat zvl\u00e1\u0161\u0165, co\u017e op\u011bt znamen\u00e1 \u010das, v\u016fli, energii, dodr\u017eov\u00e1n\u00ed proces\u016f a kontrolu. Je to n\u011bco za n\u011bco\u201d, dod\u00e1v\u00e1 Budziak s \u00fasm\u011bvem.<\/span><\/p>\n

<\/p>\n

\"Net<\/p>\n

Spr\u00e1vn\u00e9 nastaven\u00ed ve firm\u011b je st\u011b\u017eejn\u00ed.<\/strong> Velmi d\u016fle\u017eit\u00e9 je podle Budziaka hlavn\u011b to, v kter\u00fd moment se pozv\u00e1nka k vypln\u011bn\u00ed NPS\u00ae<\/sup> bude odes\u00edlat<\/strong>. Kdy\u017e nap\u0159\u00edklad NPS\u00ae<\/sup> poputuje k z\u00e1kazn\u00edkovi 8 m\u011bs\u00edc\u016f od n\u00e1kupu produktu, m\u016f\u017ee to b\u00fdt pozd\u011b. Za tu dobu si u\u017e mohl vytvo\u0159it n\u00e1zor, kter\u00fd se nebude d\u00e1t vyvr\u00e1tit ani tou spr\u00e1vnou p\u00e9\u010d\u00ed a z\u00e1kazn\u00edka nakonec ztrat\u00edte. U\u017eivatel u\u017e mo\u017en\u00e1 i zapomn\u011bl, \u017ee produkt v\u016fbec koupil. M\u011bs\u00edc od koup\u011b na stabiln\u00ed n\u00e1zor naopak nemus\u00ed b\u00fdt dost. M\u011bs\u00edc od posledn\u00edho u\u017eit\u00ed produktu je tak\u00e9 n\u011bco jin\u00e9ho. U produktu ka\u017ed\u00e9 firmy to zkr\u00e1tka m\u016f\u017ee b\u00fdt jinak a je nutn\u00e9 to p\u0159edem dob\u0159e promyslet<\/strong>.<\/span><\/p>\n

Zn\u011bn\u00ed samotn\u00e9 zpr\u00e1vy je rovn\u011b\u017e kl\u00ed\u010dov\u00e9.<\/strong> V prv\u00e9 \u0159ad\u011b je d\u016fle\u017eit\u00e9, aby j\u00ed jej\u00ed p\u0159\u00edjemci rozum\u011bli. Koncept mus\u00ed z\u016fstat stejn\u00fd, ale text se m\u016f\u017ee modifikovat<\/strong>, aby byl srozumiteln\u011bj\u0161\u00ed pro danou c\u00edlovou skupinu. \u201cDlouho jsme se ptali \u2018Doporu\u010dili byste\u2026\u2019, ale lidi tomu o\u010dividn\u011b nerozum\u011bli. Brali to p\u0159\u00edli\u0161 doslova. Tolikr\u00e1t jsem se setkal s odpov\u011bd\u00ed typu \u2018Nikdo z m\u00fdch p\u0159\u00edtel nem\u00e1 web\u2019. Chceme p\u0159ece ale jen v\u011bd\u011bt, jestli si teoreticky dovedou p\u0159edstavit, \u017ee by n\u00e1s n\u011bkomu doporu\u010dili v situaci, kdy by doty\u010dn\u00fd n\u011bco takov\u00e9ho sh\u00e1n\u011bl. Lep\u0161\u00ed by bylo nap\u0159\u00edklad \u2018Kdybyste v\u011bd\u011bli o n\u011bkom, kdo si taky bude d\u011blat webov\u00e9 str\u00e1nky, \u0159ekli byste mu o Webnode?\u2019 – jin\u00e1 formulace, stejn\u00fd v\u00fdznam, lidi si to l\u00e9pe p\u0159edstav\u00ed,\u201d vysv\u011btluje Budziak. \u201cPrim\u00e1rn\u011b je v\u017edy d\u016fle\u017eit\u00e1 hodnotic\u00ed \u0161k\u00e1la ne\u017e to, \u017ee se n\u011bkomu n\u011bco ve skute\u010dnosti doporu\u010duje. Ur\u010dit\u011b pl\u00e1nujeme vyzkou\u0161et r\u016fzn\u00e9 varianty zn\u011bn\u00ed ot\u00e1zky\u201d, dod\u00e1v\u00e1.\u00a0\u00a0<\/span><\/p>\n\n

Webnode vs. kontroverzn\u00ed hodnotic\u00ed \u0161k\u00e1la<\/b><\/h2>\n

Webnode samotnou hodnotic\u00ed \u0161k\u00e1lu a jej\u00ed rozvr\u017een\u00ed vn\u00edm\u00e1 jako komplikovanou. Firma p\u016fsob\u00ed mezin\u00e1rodn\u011b a \u010dasto\u00a0<\/span>p\u0159em\u00fd\u0161l\u00ed, zda je v\u016fbec mo\u017en\u00e9 NPS\u00ae<\/sup> globalizovat. I p\u0159es prok\u00e1zanou relevanci rozs\u00e1hl\u00e9 \u0161k\u00e1ly pro hodnocen\u00ed je toti\u017e na pov\u00e1\u017eenou, zda hodnocen\u00ed v r\u016fzn\u00fdch zem\u00edch nepodl\u00e9h\u00e1 kulturn\u00edmu vlivu.<\/strong> \u201cPocitov\u011b jsou rozd\u00edly mezi jednotliv\u00fdmi zem\u011bmi opravdu velk\u00e9. St\u00e1v\u00e1 se \u010dasto, \u017ee p\u0159ijde hodnocen\u00ed 7, tak\u017ee kategorie pasiv a k tomu feedback \u2018opravdu skv\u011bl\u00e9!\u2019. Jak to tedy mysleli?\u201d, p\u0159em\u00fd\u0161l\u00ed Budziak. \u201cDopl\u0148uj\u00edc\u00ed feedback pak \u010dasto je\u0161t\u011b p\u0159id\u00e1 na kontroverzi. Nap\u0159\u00edklad feedbacky z Norska jsou v\u011bt\u0161inou velmi stroh\u00e9 a prokazuj\u00ed nevoli chv\u00e1lit. I relativn\u011b n\u00edzk\u00e9 hodnocen\u00ed tak m\u016f\u017ee vyjad\u0159ovat velkou spokojenost. V\u00edce temperamentn\u00ed n\u00e1rody, jako nap\u0159\u00edklad ty z ji\u017en\u00ed Ameriky, zase s pozitivn\u00edm hodnocen\u00edm ned\u011blaj\u00ed drahoty. \u010ce\u0161i, mo\u017en\u00e1 i proto, \u017ee jsme tuzemsk\u00e1 firma, jsou vesm\u011bs zase velmi kriti\u010dt\u00ed a \u010dasto pos\u00edlaj\u00ed rozs\u00e1hl\u00e9 a podrobn\u00e9 zp\u011btn\u00e9 vazby\u201d, popisuje sv\u00e9 zku\u0161enosti Budziak.<\/p>\n

\"NPS<\/p>\n

Rozd\u00edly podle Budziaka prohlubuje hlavn\u011b to, \u017ee se \u010dlov\u011bk mus\u00ed p\u0159i hodnocen\u00ed skute\u010dn\u011b zamyslet a uv\u011bdomit si, jakou hodnotu jednotliv\u00e1 \u010d\u00edsla na \u0161k\u00e1le maj\u00ed<\/strong>. A na to m\u016f\u017ee m\u00edt kultura a temperament n\u00e1roda skute\u010dn\u00fd vliv. V\u0161e ale i tak nahr\u00e1v\u00e1 tomu, \u017ee pokud \u010dlov\u011bk hodnot\u00ed 9 \u010di 10, mysl\u00ed to nejsp\u00ed\u0161 opravdu v\u00e1\u017en\u011b. A i kdy\u017e se n\u00e1hled na hodnocen\u00ed mezi zem\u011bmi li\u0161\u00ed, v obrovsk\u00e9m vzorku dat se tento faktor sp\u00ed\u0161e vytr\u00e1c\u00ed. NPS\u00ae<\/sup> si tak udr\u017euje statistickou relevanci.<\/span><\/p>\n\n

\u201cZa l\u00e9ta pr\u00e1ce s NPS\u00ae<\/sup> jsme nav\u00edc p\u0159i\u0161li na to, \u017ee se na nasb\u00edran\u00e1 NPS\u00ae<\/sup> data d\u00e1 nahl\u00ed\u017eet i jako na rozpad jednotliv\u00fdch hodnot<\/strong>. M\u016f\u017eete pak porovn\u00e1vat, kolik bylo hodnocen\u00ed 0, 1, 2 atd., v kter\u00fdch m\u011bs\u00edc\u00edch, v kter\u00fdch zem\u00edch a podobn\u011b. V\u010detn\u011b rozd\u00edl\u016f mezi hodnocen\u00edm Kritik\u016f a bez vy\u0159azen\u00ed Pasiv\u016f. To cel\u00e9 se pak d\u00e1 d\u00e1t do graf\u016f a z\u00edsk\u00e1te nov\u00fd \u00fahel pohledu<\/strong>. Grafy se mezi sebou daj\u00ed porovn\u00e1vat, uvid\u00edte, jak se co h\u00fdbe a nikdo nemus\u00ed nic po\u010d\u00edtat, je to vizu\u00e1ln\u00ed a individu\u00e1ln\u00ed\u201d, \u0159\u00edk\u00e1 Martin Sou\u010dek, marketingov\u00fd \u0159editel Survia.<\/div>\n

Jak m\u016f\u017eeme vid\u011bt, gr\u00f3 NPS\u00ae<\/sup> spo\u010d\u00edv\u00e1 hlavn\u011b v tom, jak se jej firma rozhodne d\u00e1le vyu\u017e\u00edvat<\/strong>. A\u0165 u\u017e slou\u017e\u00ed k motivaci, k indikaci probl\u00e9mu, nebo jen pro p\u0159ehled a udr\u017eov\u00e1n\u00ed vztahu se z\u00e1kazn\u00edkem, mus\u00ed se dob\u0159e promyslet a nastavit. Jak\u00fdm zp\u016fsobem si jednodu\u0161e a efektivn\u011b vytvo\u0159it NPS\u00ae<\/sup> p\u0159\u00edmo v Surviu<\/a>, spolu s p\u0159\u00edklady, radami a tipy, si uk\u00e1\u017eeme ve \u010dtvrt\u00e9m a fin\u00e1ln\u00edm d\u00edle na\u0161eho seri\u00e1lu o NPS\u00ae<\/sup><\/a>. Sledujte n\u00e1s<\/strong>, pos\u00edlejte dotazy, p\u0159ipom\u00ednky a koment\u00e1\u0159e prost\u0159ednictv\u00edm\u00a0Facebooku<\/a>, Twitteru<\/a>\u00a0nebo mailem<\/a>\u00a0a nenechte si nic uj\u00edt!<\/strong><\/span><\/p>","protected":false},"excerpt":{"rendered":"

V prvn\u00edch dvou d\u00edlech seri\u00e1lu o Net Promoter Score\u00ae, obl\u00edben\u00e9m n\u00e1stroji pro m\u011b\u0159en\u00ed loajality z\u00e1kazn\u00edk\u016f, jsme pro v\u00e1s p\u0159ibl\u00ed\u017eili, co tato metoda vlastn\u011b p\u0159edstavuje, jak ji vypo\u010d\u00edt\u00e1me a jak interpretovat v\u00fdsledky. Polemizovali jsme rovn\u011b\u017e o…<\/div>\n","protected":false},"author":3,"featured_media":3974,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57],"tags":[44,27,29],"class_list":["post-3969","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-survio-pro-marketing","tag-case-study","tag-net-promoter-score","tag-nps"],"_links":{"self":[{"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/posts\/3969","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=3969"}],"version-history":[{"count":4,"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/posts\/3969\/revisions"}],"predecessor-version":[{"id":4180,"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/posts\/3969\/revisions\/4180"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/media\/3974"}],"wp:attachment":[{"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/media?parent=3969"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/categories?post=3969"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog-cz.survio.com\/wp-json\/wp\/v2\/tags?post=3969"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}