{"id":2997,"date":"2017-08-31T15:03:43","date_gmt":"2017-08-31T13:03:43","guid":{"rendered":"https:\/\/blog.gopay.com\/?p=2997"},"modified":"2023-08-30T13:31:08","modified_gmt":"2023-08-30T11:31:08","slug":"jak-jsme-zacali-merit-nps","status":"publish","type":"post","link":"https:\/\/www.gopay.com\/blog\/jak-jsme-zacali-merit-nps\/","title":{"rendered":"Jak jsme za\u010dali m\u011b\u0159it NPS"},"content":{"rendered":"

Kdo chce budovat \u00fasp\u011b\u0161nou zna\u010dku v\u00ed, \u017ee zp\u011btn\u00e1 vazba od z\u00e1kazn\u00edk\u016f m\u00e1 cenu zlata.<\/p>\n

Zp\u016fsob\u016f, jak zjistit, co si o v\u00e1s z\u00e1kazn\u00edci mysl\u00ed, existuje spousta.<\/p>\n

V GoPay jsme se ned\u00e1vno rozhodli pro m\u011b\u0159en\u00ed z\u00e1kaznick\u00e9 spokojenosti pomoc\u00ed n\u00e1stroje NPS.<\/p>\n

Co NPS um\u00ed, jak se n\u00e1m osv\u011bd\u010dilo a jak m\u016f\u017ee pomoci i v\u00e1m?
\n<\/p>\n

Co je NPS?<\/h2>\n

NPS neboli Net Promoter Score je n\u00e1stroj, kter\u00fdm m\u016f\u017eete zm\u011b\u0159it loajalitu va\u0161ich z\u00e1kazn\u00edk\u016f a zjistit, jak moc jsou s va\u0161\u00edm produktem \u010di slu\u017ebami spokojeni. NPS se z\u00e1kazn\u00edk\u016f zept\u00e1, zda by produkt\/slu\u017ebu doporu\u010dili n\u011bkomu jin\u00e9mu. Jinou osobou m\u016f\u017ee b\u00fdt kamar\u00e1d, kolega, zkr\u00e1tka potenci\u00e1ln\u00ed budouc\u00ed z\u00e1kazn\u00edk.<\/p>\n

Kdy NPS vzniklo?<\/div>
Historie NPS se datuje od roku 2003, kdy ji p\u0159edstavil Fred Reichheld ve spolupr\u00e1ci s firmami Bain & Company a Satmetrix v \u010dasopise Harvard Business Review \u010dl\u00e1nkem \u201eOne Number You Need to Grow.“<\/span>\u00a0<\/div><\/div>\n

Jak NPS prob\u00edh\u00e1?<\/h2>\n

V\u00fdpo\u010det se prov\u00e1d\u00ed na z\u00e1klad\u011b marketingov\u00e9ho v\u00fdzkumu. P\u0159i n\u011bm se respondenti setk\u00e1vaj\u00ed s dotazn\u00edkem, kter\u00fd obsahuje jednu ot\u00e1zku.<\/p>\n

Ot\u00e1zka, na kterou se pomoc\u00ed NPS pt\u00e1te, zn\u00ed v\u017edy stejn\u011b:<\/p>\n

„Jak pravd\u011bpodobn\u00e9 je, \u017ee byste slu\u017ebu\/produkt\/zna\u010dku doporu\u010dili p\u0159\u00edteli\/kolegovi…?<\/em>“<\/p>\n

Respondenti odpov\u00eddaj\u00ed na \u0161k\u00e1le 0 (zcela nepravd\u011bpodobn\u00e9) a\u017e 10 (zcela pravd\u011bpodobn\u00e9).<\/p>\n

S jak\u00fdmi z\u00e1kazn\u00edky se m\u016f\u017eete setkat?<\/h3>\n

Podle odpov\u011bd\u00ed – tj. hodnot, kter\u00e9 vyberou na \u0161k\u00e1le, se z\u00e1kazn\u00edci d\u011bl\u00ed na t\u0159i skupiny:<\/p>\n

1. Kritici (detractors)<\/h4>\n

Mrzouti a remcalov\u00e9, kte\u0159\u00ed si v\u00e1s rozhodn\u011b neobl\u00edbili. S va\u0161\u00edm produktem a slu\u017ebami nejsou spokojeni. Negativn\u00edmi recenzemi mohou va\u0161\u00ed zna\u010dce dokonce i ubl\u00ed\u017eit. Kritici d\u00e1vaj\u00ed hodnoty 0-6.<\/p>\n

2. Neutr\u00e1ln\u00ed (passives)<\/h4>\n

N\u011bkdy tak\u00e9 ozna\u010dov\u00e1ni jako pasivn\u00ed. Dalo by se o nich \u0159\u00edci, \u017ee jsou jak\u017etak\u017e spokojeni, ale ur\u010dit\u011b se do v\u00e1s nezamilovali. Produkt vn\u00edmaj\u00ed jako nemastn\u00fd neslan\u00fd. Pasivn\u00ed z\u00e1kazn\u00edci vol\u00ed hodnoty 7-8.<\/p>\n

3. Propag\u00e1to\u0159i (promoters)<\/h4>\n

Tot\u00e1ln\u011b v\u00e1\u0161 produkt miluj\u00ed a jsou velmi spokojeni. Tito miluj\u00edc\u00ed z\u00e1kazn\u00edci na \u0161k\u00e1le vyb\u00edraj\u00ed hodnotu 9-10.
\n\"nps\"<\/p>\n

NPS nab\u00fdv\u00e1 hodnot mezi -100 a\u017e 100 v\u010detn\u011b. Vy\u0161\u0161\u00ed hodnota znamen\u00e1 vy\u0161\u0161\u00ed loajalitu va\u0161ich z\u00e1kazn\u00edk\u016f a naopak.<\/p>\n

Jak lze NPS vypo\u010d\u00edtat?<\/h2>\n

Tady je zapot\u0159eb\u00ed trochu matematiky. V\u00fdsledek NPS vypo\u010d\u00edt\u00e1te pomoc\u00ed vzore\u010dku.
\n\"nps<\/p>\n

NPS = (po\u010det odpov\u011bd\u00ed propag\u00e1tor\u016f- po\u010det odpov\u011bd\u00ed kritik\u016f) : (po\u010det v\u0161ech odpov\u011bd\u00ed)<\/p>\n

Je ov\u0161em t\u0159eba zd\u016fraznit, \u017ee do v\u00fdpo\u010dtu NPS se zapo\u010d\u00edt\u00e1vaj\u00ed pouze odpov\u011bdi kritik\u016f a propag\u00e1tor\u016f. To znamen\u00e1, \u017ee vezmete po\u010det odpov\u011bd\u00ed hodnot 0-6 a hodnot 9-10. Prost\u0159edn\u00ed hodnoty pasivn\u00edch z\u00e1kazn\u00edk\u016f (7-8) se do vzorce nezad\u00e1vaj\u00ed.<\/p>\n

P\u0159\u00edklad v\u00fdpo\u010dtu<\/strong><\/p>\n\n\n\n\n\t\n\n\t\n\t\n\t\n\n\t
Kategorie odpov\u011bd\u00ed<\/strong><\/th>Po\u010det odpov\u011bd\u00ed<\/strong><\/th>\n<\/tr>\n<\/thead>\n
Pozitivn\u00ed odpov\u011bdi - propag\u00e1to\u0159i<\/td>748<\/td>\n<\/tr>\n
Pasivn\u00ed odpov\u011bdi - neutr\u00e1ln\u00ed<\/td>229<\/td>\n<\/tr>\n
Negativn\u00ed odpov\u011bdi - kritici<\/td>287<\/td>\n<\/tr>\n<\/tbody>\n
Celkov\u00fd po\u010det odpov\u011bd\u00ed<\/th>1264<\/th>\n<\/tr>\n<\/tfoot>\n<\/table>\n\n

\"\"
\n\n\n\n\n\t\n\t\n\t\n\n\t
Pozitivn\u00ed odpov\u011bdi : po\u010det celkov\u00fdch odpov\u011bd\u00ed
\n<\/td>		748 : 1264 = 0,59<\/strong><\/td>\n<\/tr>\n
Negativn\u00ed odpov\u011bdi : po\u010det celkov\u00fdch odpov\u011bd\u00ed<\/td>287 : 1264 = 0,23<\/strong><\/td>\n<\/tr>\n
Sk\u00f3re NPS<\/td>0,59 - 0,23 = 0,37<\/strong><\/td>\n<\/tr>\n<\/tbody>\n
V\u00fdsledn\u00e9 NPS na tomto p\u0159\u00edkladu<\/strong><\/th>37<\/strong><\/th>\n<\/tr>\n<\/tfoot>\n<\/table>\n\n

Kam m\u016f\u017eete NPS um\u00edstit?<\/h2>\n

Pokud jste se rozhodli, \u017ee do NPS p\u016fjdete, m\u016f\u017eete hodnocen\u00ed um\u00edstit:<\/p>\n

    \n
  • na v\u00e1\u0161 web<\/li>\n
  • do administra\u010dn\u00edho rozhran\u00ed, kam se p\u0159ihla\u0161uj\u00ed va\u0161i partne\u0159i, nebo z\u00e1kazn\u00edci<\/li>\n
  • do va\u0161ich e-mail\u016f – m\u016f\u017eete nap\u0159. hodnocen\u00ed pos\u00edlat v d\u011bkovac\u00edch e-mailech za uskute\u010dn\u011bn\u00ed objedn\u00e1vky<\/li>\n<\/ul>\n

    Kde se m\u016f\u017eete s NPS v GoPay setkat?<\/h3>\n

    Kdy\u017e se p\u0159ihl\u00e1s\u00edte do obchodn\u00edho \u00fa\u010dtu, vykoukne na v\u00e1s NPS. V prav\u00e9m doln\u00edm rohu se v\u00e1m zobraz\u00ed ot\u00e1zka: „Jak pravd\u011bpodobn\u00e9 je, \u017ee byste doporu\u010dili GoPay n\u011bkomu dal\u0161\u00edmu?“\u00a0<\/em><\/p>\n

    \"\"<\/p>\n

    Pro shroma\u017e\u010fov\u00e1n\u00ed odpov\u011bd\u00ed pou\u017e\u00edv\u00e1me aplikaci Hotjar.<\/p>\n

    Obchodn\u00ed \u00fa\u010det nen\u00ed jedin\u00e9 m\u00edsto, kde sb\u00edr\u00e1me feedback. Hodnocen\u00ed spokojenosti pou\u017e\u00edv\u00e1me i v ka\u017ed\u00e9 e-mailov\u00e9 odpov\u011bdi, kterou pos\u00edl\u00e1 na\u0161e z\u00e1kaznick\u00e1 p\u00e9\u010de. V pati\u010dce e-mailu se m\u016f\u017eete prokliknout na dotazn\u00edk, kde se v\u00e1s zept\u00e1me na spokojenost s odpov\u011bd\u00ed.<\/p>\n

    \"\"<\/p>\n

    N\u00e1\u0161 dotazn\u00edk vypad\u00e1 takto:<\/strong><\/p>\n

    \"\"<\/p>\n

    Co v\u00e1m NPS uk\u00e1\u017ee a v \u010dem naopak selh\u00e1v\u00e1?<\/h2>\n

    NPS v\u00e1m dok\u00e1\u017ee pomoct v p\u0159\u00edpad\u011b, kdy chcete m\u011b\u0159it zp\u011btnou vazbu od z\u00e1kazn\u00edk\u016f. Zjist\u00edte, kolik z\u00e1kazn\u00edk\u016f va\u0161i zna\u010dku doporu\u010duje d\u00e1l a kolik naopak „hejt\u00ed“.<\/p>\n

    NPS v\u00e1m v\u0161ak nedok\u00e1\u017ee \u0159\u00edct, pro\u010d a za co dost\u00e1v\u00e1te dan\u00e1 hodnocen\u00ed. T\u011b\u017eko z \u010d\u00edsel vy\u010dtete, pro\u010d v\u00e1s n\u011bkdo nem\u00e1 r\u00e1d, zat\u00edmco jin\u00ed by za va\u0161i zna\u010dku dali ruku do ohn\u011b. Z hodnocen\u00ed NPS nepozn\u00e1te, co konkr\u00e9tn\u011b z\u00e1kazn\u00edk hodnot\u00ed – je to \u00farove\u0148 va\u0161\u00ed webov\u00e9 str\u00e1nky, cena produktu, nebo spokojenost se slu\u017ebou?<\/p>\n

    Tak samo v\u00e1m NPS neporad\u00ed, co m\u00e1te zlep\u0161it. Jedin\u00e1 cesta, jak se m\u016f\u017eete zdokonalit je, \u017ee se kritik\u016f zept\u00e1te, za co v\u00e1m dali n\u00edzk\u00e9 hodnocen\u00ed a na \u010dem konkr\u00e9tn\u011b byste m\u011bli zapracovat. Mrzouti uvid\u00ed, \u017ee v\u00e1m na jejich n\u00e1zoru z\u00e1le\u017e\u00ed, a va\u0161i snahu ocen\u00ed.<\/p>\n

    \n
    \n
    Co NPS um\u00ed?<\/div>
    \n
      \n
    • umo\u017e\u0148uje jednoduchou zp\u011btnou vazbu<\/li>\n
    • m\u011b\u0159\u00ed z\u00e1kazn\u00edkovu loajalitu<\/li>\n
    • pro hodnot\u00edc\u00ed z\u00e1kazn\u00edky je srozumiteln\u00fd a stru\u010dn\u00fd<\/li>\n
    • nen\u00ed \u010dasov\u011b n\u00e1ro\u010dn\u00fd z pohledu hodnot\u00edc\u00edho<\/li>\n
    • v\u00fdsledky jsou snadno zm\u011b\u0159iteln\u00e9<\/li>\n
    • indikuje (ne)\u00fasp\u011bch va\u0161\u00ed zna\u010dky<\/li>\n<\/ul>\n<\/div><\/div> <\/div>\n<\/div><\/div>\n
      \n
      Co NPS neum\u00ed?<\/div>
      \n
        \n
      • nedok\u00e1\u017ee ur\u010dit d\u016fvod hodnocen\u00ed<\/li>\n
      • nesb\u00edr\u00e1 info o hodnotiteli<\/li>\n
      • nedok\u00e1\u017ee pouk\u00e1zat na klady a slabiny<\/li>\n
      • nebere v potaz m\u00edru neutr\u00e1ln\u00edch odpov\u011bd\u00ed<\/li>\n<\/ul>\n<\/div><\/div> <\/div>\n<\/div><\/div>\n<\/div>\n

        Na druhou stranu je v\u017edycky d\u016fle\u017eit\u00e9 po\u010d\u00edtat s t\u00edm, \u017ee stoprocentn\u00edho v\u00fdsledku t\u0159eba nedos\u00e1hnete a \u017ee se v\u017edy najde n\u011bkdo, komu zkr\u00e1tka v\u00e1\u0161 produkt nepadne do noty, a\u0165 se budete sna\u017eit sebev\u00edc.<\/p>\n

        Jak\u00e9 jsou na\u0161e dal\u0161\u00ed pl\u00e1ny s NPS?<\/h2>\n

        I p\u0159es v\u00fd\u0161e zm\u00edn\u011bn\u00e9 nev\u00fdhody m\u016f\u017eeme \u0159\u00edct, \u017ee jsme za zp\u011btnou vazbu pomoc\u00ed NPS r\u00e1di. M\u00e1me v rukou hmatateln\u00e1 \u010d\u00edsla, kter\u00e1 jsou pro n\u00e1s v\u00edcem\u00e9n\u011b pozitivn\u00ed. Uv\u011bdomujeme si ale, \u017ee je st\u00e1le co zlep\u0161ovat. Na na\u0161ich slu\u017eb\u00e1ch budeme rozhodn\u011b hodn\u011b pracovat.<\/p>\n

        NPS pl\u00e1nujeme roz\u0161\u00ed\u0159it i na jin\u00e1 m\u00edsta, ne\u017e je e-mail a obchodn\u00ed \u00fa\u010det. Chceme zav\u00e9st hodnocen\u00ed pro v\u0161echna na\u0161e odd\u011blen\u00ed, kter\u00e1 komunikuj\u00ed se z\u00e1kazn\u00edky. Pl\u00e1nujeme tak\u00e9 zp\u011btn\u011b oslovovat ty, kte\u0159\u00ed s n\u00e1mi nejsou spokojeni, abychom tak l\u00e9pe vychytali na\u0161e mouchy.<\/p>\n

        Z\u00e1v\u011br<\/h2>\n

        Pou\u017e\u00edv\u00e1te NPS na va\u0161\u00ed platform\u011b? Jak jste s t\u00edmto n\u00e1strojem spokojen\u00ed a co v\u00e1m p\u0159inesl? Prozra\u010fte n\u00e1m, co si o NPS mysl\u00edte.<\/p>\n","protected":false},"excerpt":{"rendered":"

        Kdo chce budovat \u00fasp\u011b\u0161nou zna\u010dku v\u00ed, \u017ee zp\u011btn\u00e1 vazba od z\u00e1kazn\u00edk\u016f m\u00e1 cenu zlata. Zp\u016fsob\u016f, jak zjistit, co si o v\u00e1s z\u00e1kazn\u00edci mysl\u00ed, existuje spousta. V GoPay jsme se ned\u00e1vno rozhodli pro m\u011b\u0159en\u00ed z\u00e1kaznick\u00e9 spokojenosti pomoc\u00ed n\u00e1stroje NPS. Co NPS um\u00ed, jak se n\u00e1m osv\u011bd\u010dilo a jak m\u016f\u017ee pomoci i v\u00e1m?<\/p>\n","protected":false},"author":11,"featured_media":3032,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"coauthors":[11],"class_list":["post-2997","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aktuality-novinky-platebni-brana-gopay"],"acf":[],"yoast_head":"\nJak jsme za\u010dali m\u011b\u0159it NPS<\/title>\n<meta name=\"description\" content=\"Zp\u011btn\u00e1 vazba od z\u00e1kazn\u00edk\u016f m\u00e1 cenu zlata. Na spokojenosti toti\u017e z\u00e1le\u017e\u00ed. Jak ale n\u00e1zor z\u00e1kazn\u00edk\u016f z\u00edsk\u00e1vat a co si z n\u011bj vz\u00edt? S t\u00edm v\u00e1m m\u016f\u017ee pomoci t\u0159eba NPS.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gopay.com\/blog\/jak-jsme-zacali-merit-nps\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak jsme za\u010dali m\u011b\u0159it NPS\" \/>\n<meta property=\"og:description\" content=\"Zp\u011btn\u00e1 vazba od z\u00e1kazn\u00edk\u016f m\u00e1 cenu zlata. Na spokojenosti toti\u017e z\u00e1le\u017e\u00ed. Jak ale n\u00e1zor z\u00e1kazn\u00edk\u016f z\u00edsk\u00e1vat a co si z n\u011bj vz\u00edt? 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