{"id":3928,"date":"2021-06-08T11:38:55","date_gmt":"2021-06-08T08:38:55","guid":{"rendered":"https:\/\/cloudfresh.com\/ua\/?p=3928"},"modified":"2026-06-02T18:08:17","modified_gmt":"2026-06-02T15:08:17","slug":"how-to-earn-customer-loyalty-and-retention","status":"publish","type":"post","link":"https:\/\/cloudfresh.com\/cs\/blog\/jak-ziskat-zakaznickou-loajalitu-a-vernost\/","title":{"rendered":"Jak z\u00edskat z\u00e1kaznickou loajalitu a v\u011brnost"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">V roce 2021 nesta\u010d\u00ed p\u0159im\u011bt klienta, aby si koupil v\u00e1\u0161 produkt. Je d\u016fle\u017eit\u00e9 p\u0159im\u011bt jej, aby si cht\u011bl n\u011bco koupit je\u0161t\u011b jednou a vybral si\u00a0 znovu va\u0161\u00ed spole\u010dnosti. Udr\u017een\u00ed klienta a loajalita klienta jsou dva r\u016fzn\u00e9 faktory.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Budov\u00e1n\u00ed vztahu vz\u00e1jemn\u00e9 d\u016fv\u011bry je v\u017edy obousm\u011brn\u00e1 z\u00e1le\u017eitost. Nyn\u00ed se pod\u00edv\u00e1me na to, jak z\u00edskat z\u00e1kazn\u00edka a jak m\u011b\u0159it z\u00e1jem o koupi va\u0161eho produktu.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Jak zv\u00fd\u0161it zapojen\u00ed z\u00e1kazn\u00edk\u016f\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Pro zodpov\u011bzen\u00ed t\u00e9to ot\u00e1zky byste m\u011bli pochopit, \u017ee je to jako odpov\u011bd\u011bt na ot\u00e1zku \u201eJak udr\u017eet retenci z\u00e1kazn\u00edk\u016f?\u201c. Chcete li z\u00e1kazn\u00edk\u016fm uk\u00e1zat,\u00a0 \u017ee jste dobr\u00e1 spole\u010dnost a \u017ee v\u00e1\u0161 t\u00fdm se skl\u00e1d\u00e1 z dobr\u00fdch lid\u00ed, m\u016f\u017eete pou\u017e\u00edt n\u00e1sleduj\u00edc\u00ed tipy:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pomozte nov\u00fdm klient\u016fm. Odpov\u011bd\u00ed na ot\u00e1zky, kter\u00e9 budou m\u00edt, d\u00e1v\u00e1te najevo z\u00e1jem a podporu v jejich zp\u016fsobu n\u00e1kupu;\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vytvo\u0159te skv\u011bl\u00fd prvn\u00ed dojem. V\u0161e od va\u0161eho webu a\u017e po komunikaci s va\u0161imi mana\u017eery \u0159ekne hodn\u011b o va\u0161\u00ed spole\u010dnosti. Zpravidla i po jedn\u00e9 nep\u0159\u00edjemn\u00e9 zku\u0161enosti p\u0159ejde klient na jinou spole\u010dnost. M\u00e1te tedy jen jednu \u0161anci upoutat jeho pozornost;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vyj\u00e1d\u0159ete svou vd\u011b\u010dnost. Nejlep\u0161\u00ed zp\u016fsob, jak vyj\u00e1d\u0159it sv\u00e9 uzn\u00e1n\u00ed, je nab\u00eddnout propaga\u010dn\u00ed k\u00f3d pro slevu nebo v\u011brnostn\u00ed program.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-3929\" src=\"https:\/\/cloudfresh.com\/wp-content\/uploads\/2021\/06\/customer-loyalty-vs.-retention.jpg\" alt=\"\" width=\"1366\" height=\"768\" srcset=\"https:\/\/cloudfresh.com\/wp-content\/uploads\/2021\/06\/customer-loyalty-vs.-retention.jpg 1366w, https:\/\/cloudfresh.com\/wp-content\/uploads\/2021\/06\/customer-loyalty-vs.-retention-300x169.jpg 300w, https:\/\/cloudfresh.com\/wp-content\/uploads\/2021\/06\/customer-loyalty-vs.-retention-768x432.jpg 768w, https:\/\/cloudfresh.com\/wp-content\/uploads\/2021\/06\/customer-loyalty-vs.-retention-1024x576.jpg 1024w, https:\/\/cloudfresh.com\/wp-content\/uploads\/2021\/06\/customer-loyalty-vs.-retention-600x337.jpg 600w\" sizes=\"(max-width: 1366px) 100vw, 1366px\" \/>Zvy\u0161te loajalitu pro hlub\u0161\u00ed spojen\u00ed\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Vytvo\u0159en\u00ed dobr\u00e9ho prvn\u00edho dojmu je jen prvn\u00edm krokem. Existuje n\u011bkolik zp\u016fsob\u016f, jak p\u0159im\u011bt z\u00e1kazn\u00edky, aby se spol\u00e9hali na va\u0161i spole\u010dnost:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pohotov\u011b reagujte. V\u00edce ne\u017e 60% z\u00e1kazn\u00edk\u016f si nejv\u00edce cen\u00ed, kdy\u017e maj\u00ed rychlou odpov\u011b\u010f. Ujist\u011bte se, \u017ee klient m\u00e1 k dispozici v\u0161echny nezbytn\u00e9 komunika\u010dn\u00ed prost\u0159edky, nap\u0159\u00edklad chaty WhatsApp nebo Facebook Messenger, aby u\u0161et\u0159il \u010das ob\u011bma stran\u00e1m.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bu\u010fte up\u0159\u00edmn\u00ed ke sv\u00fdm klient\u016fm. V\u017edy \u0159ekn\u011bte skute\u010dnou cenu, poskytn\u011bte v\u0161echny pot\u0159ebn\u00e9 informace a p\u0159iznejte chyby. Klient m\u00e1 v ka\u017ed\u00e9m p\u0159\u00edpad\u011b v\u017edy pravdu.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zkontrolujte zp\u011btnou vazbu. Pro ka\u017ed\u00e9ho \u010dlov\u011bka je d\u016fle\u017eit\u00e9 b\u00fdt vyslechnut. P\u0159i reakci na zp\u011btnou vazbu klienta m\u016f\u017eete komunikovat se sv\u00fdmi z\u00e1kazn\u00edky, \u010d\u00edm\u017e uk\u00e1\u017eete, \u017ee jejich n\u00e1zor je pro v\u00e1s d\u016fle\u017eit\u00fd. Je to tak\u00e9 dobr\u00fd zp\u016fsob, jak zlep\u0161it a p\u0159izp\u016fsobit se pot\u0159eb\u00e1m z\u00e1kazn\u00edk\u016f.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bu\u010fte se sv\u00fdmi z\u00e1kazn\u00edky na stejn\u00e9 str\u00e1nce. Zna\u010dkov\u00e9 n\u00e1lepky ur\u010den\u00e9 k n\u00e1kupu, mal\u00e9 sladkosti spolu s obalem nebo jen chytlav\u00e9 p\u0159\u00edsp\u011bvky na soci\u00e1ln\u00edch s\u00edt\u00edch. V\u0161echny tyto hacky p\u0159itahuj\u00ed z\u00e1kazn\u00edky a n\u011bkdy dokonce zanech\u00e1vaj\u00ed p\u0159\u00edjemn\u00fd dojem.\u00a0<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-3931\" src=\"https:\/\/cloudfresh.com\/wp-content\/uploads\/2021\/06\/Measure-customer-loyalty-and-retention.gif\" alt=\"\" width=\"3000\" height=\"2000\" \/>Jak m\u011b\u0159it zapojen\u00ed z\u00e1kazn\u00edk\u016f<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Existuje n\u011bkolik metrik pro anal\u00fdzu zapojen\u00ed z\u00e1kazn\u00edk\u016f, kter\u00e9 m\u016f\u017eete pou\u017e\u00edt, abyste si byli v\u011bdomi pot\u0159eby zlep\u0161it zapojen\u00ed z\u00e1kazn\u00edk\u016f.\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sk\u00f3re spokojenosti z\u00e1kazn\u00edk\u016f (CSAT). Jeho data se shroma\u017e\u010fuj\u00ed pomoc\u00ed jedn\u00e9 ot\u00e1zky na konci z\u00e1kaznick\u00e9 zku\u0161enosti : \u201eJste se slu\u017ebami spokojeni?\u201c. Po\u010det lid\u00ed, kte\u0159\u00ed uvedli, \u017ee jsou spokojeni, tvo\u0159\u00ed sk\u00f3re CSAT.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u010cist\u00e9 sk\u00f3re promot\u00e9ra (NPS). Na z\u00e1klad\u011b pr\u016fzkumu, zda z\u00e1kazn\u00edci po zku\u0161enosti s v\u00e1mi doporu\u010d\u00ed va\u0161i spole\u010dnost p\u0159\u00e1tel\u016fm nebo rodin\u011b.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00edra udr\u017een\u00ed z\u00e1kazn\u00edk\u016f. Zobrazuje procento z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed dlouhodob\u011b vyu\u017e\u00edvaj\u00ed slu\u017eby va\u0161\u00ed spole\u010dnosti.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00edra odlivu z\u00e1kazn\u00edk\u016f. Ukazuje procento z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed odm\u00edtli slu\u017eby va\u0161\u00ed spole\u010dnosti. Odchod z\u00e1kazn\u00edk\u016f je nevyhnuteln\u00fd, ale vysok\u00e1 rychlost je sign\u00e1lem pro n\u011bkter\u00e9 rychl\u00e9 zm\u011bny.\u00a0<\/span><\/li>\n<\/ol>\n<h2><span style=\"font-weight: 400;\">Vylep\u0161ete sv\u00e9 CX (Customer Experience) a budujte dlouhodob\u00e9 vztahy se z\u00e1kazn\u00edky<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">V\u0161echny v\u00fd\u0161e uveden\u00e9 tipy lze spojit do jednoho konceptu &#8211; z\u00e1kaznick\u00e9 zku\u0161enosti nebo zkr\u00e1cen\u011b CX. I kdy\u017e jsou va\u0161e produkty nejlep\u0161\u00ed na sv\u011bt\u011b, ale va\u0161e z\u00e1kaznick\u00e1 podpora je chrom\u00e1, nebudete si moci udr\u017eet z\u00e1kazn\u00edky.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zvy\u0161te a vylep\u0161ete sv\u00e9 n\u00e1stroje z\u00e1kaznick\u00e9 podpory pomoc\u00ed modern\u00edch n\u00e1stroj\u016f podpory Omnichannel od spole\u010dnosti Zendesk. M\u016f\u017ee v\u00e1m pomoci zv\u00fd\u0161it loajalitu a udr\u017eet z\u00e1kazn\u00edky.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zanechte \u017e\u00e1dost o konzultaci va\u0161eho projektu u profesion\u00e1l\u016f spole\u010dnosti Cloudfresh <\/span><span style=\"font-weight: 400;\">&#8211; <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/cloudfresh.com\/cs\/produkty\/zendesk\/\">partnera Zendesk v \u010cesko<\/a>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cloudfresh poskytuje n\u00e1sleduj\u00edc\u00ed slu\u017eby:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Implementace \u0159e\u0161en\u00ed Zendesk pro podporu v\u00edce kan\u00e1l\u016f;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Nastaven\u00ed obchodn\u00edch proces\u016f v Zendesku;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Integrace Zendesk s intern\u00edmi IT syst\u00e9my z\u00e1kazn\u00edk\u016f.<\/span><\/li>\n<\/ul>\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>V roce 2021 nesta\u010d\u00ed p\u0159im\u011bt klienta, aby si koupil v\u00e1\u0161 produkt. Je d\u016fle\u017eit\u00e9 p\u0159im\u011bt jej, aby si cht\u011bl n\u011bco koupit je\u0161t\u011b jednou a vybral si\u00a0 znovu va\u0161\u00ed spole\u010dnosti. Udr\u017een\u00ed klienta a loajalita klienta jsou dva r\u016fzn\u00e9 faktory.\u00a0 Budov\u00e1n\u00ed vztahu vz\u00e1jemn\u00e9 d\u016fv\u011bry je v\u017edy obousm\u011brn\u00e1 z\u00e1le\u017eitost. Nyn\u00ed se pod\u00edv\u00e1me na to, jak z\u00edskat z\u00e1kazn\u00edka a jak [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":3930,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[3,147],"tags":[],"class_list":["post-3928","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cloud-blog","category-zendesk-articles"],"_links":{"self":[{"href":"https:\/\/cloudfresh.com\/cs\/wp-json\/wp\/v2\/posts\/3928","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cloudfresh.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cloudfresh.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cloudfresh.com\/cs\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/cloudfresh.com\/cs\/wp-json\/wp\/v2\/comments?post=3928"}],"version-history":[{"count":1,"href":"https:\/\/cloudfresh.com\/cs\/wp-json\/wp\/v2\/posts\/3928\/revisions"}],"predecessor-version":[{"id":132337,"href":"https:\/\/cloudfresh.com\/cs\/wp-json\/wp\/v2\/posts\/3928\/revisions\/132337"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cloudfresh.com\/cs\/wp-json\/wp\/v2\/media\/3930"}],"wp:attachment":[{"href":"https:\/\/cloudfresh.com\/cs\/wp-json\/wp\/v2\/media?parent=3928"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cloudfresh.com\/cs\/wp-json\/wp\/v2\/categories?post=3928"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cloudfresh.com\/cs\/wp-json\/wp\/v2\/tags?post=3928"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}