{"id":8094,"date":"2024-10-20T12:18:44","date_gmt":"2024-10-20T10:18:44","guid":{"rendered":"https:\/\/www.crmcarecloud.com\/?p=8094"},"modified":"2024-10-24T09:20:03","modified_gmt":"2024-10-24T07:20:03","slug":"master-purchase-follow-up-and-optimize-customer-journey","status":"publish","type":"post","link":"https:\/\/www.crmcarecloud.com\/cz\/blog\/tipy-triky\/master-purchase-follow-up-and-optimize-customer-journey\/","title":{"rendered":"Jak v\u00e1m follow-up n\u00e1kupu pom\u016f\u017ee optimalizovat z\u00e1kaznickou cestu"},"content":{"rendered":"

Follow-up po n\u00e1kupu poskytuje vhodnou p\u0159\u00edle\u017eitost k zapojen\u00ed a retenci z\u00e1kazn\u00edk\u016f. Automatizujte tuto komunikaci, od t\u011bch nejz\u00e1kladn\u011bj\u0161\u00edch sc\u00e9n\u00e1\u0159\u016f a\u017e po ty nejslo\u017eit\u011bj\u0161\u00ed, a tvo\u0159te jen ty nejlep\u0161\u00ed z\u00e1kaznick\u00e9 cesty. S aplikacemi a p\u0159edp\u0159ipraven\u00fdmi sc\u00e9n\u00e1\u0159i platformy CareCloud m\u016f\u017eete hned za\u010d\u00edt.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

N\u00c1KUPEM V\u0160E ZA\u010c\u00cdN\u00c1 <\/p>\n\n\n\n

Prvn\u00ed n\u00e1kup z\u00e1kazn\u00edka je rozhoduj\u00edc\u00edm okam\u017eikem jeho vztahu s va\u0161\u00edm brandem. T\u00edm ale va\u0161e pr\u00e1ce zdaleka nekon\u010d\u00ed. Z\u00e1kazn\u00edky pracn\u011b nez\u00edsk\u00e1v\u00e1te jen pro rychl\u00fd v\u00fdd\u011blek, proto\u017ee t\u00e9m\u011b\u0159 dv\u011b t\u0159etiny p\u0159\u00edjm\u016f poch\u00e1zej\u00ed od st\u00e1vaj\u00edc\u00edch, vracej\u00edc\u00edch se z\u00e1kazn\u00edk\u016f. St\u0159edobodem marketingu se proto st\u00e1v\u00e1 retence z\u00e1kazn\u00edk\u016f. returning <\/em>customers. Therefore, your goal is retention.<\/p>\n\n\n\n

Follow-up je \u00fa\u010dinn\u00fdm \u0159e\u0161en\u00edm, kter\u00e9 m\u00e1 v\u00e9st kupuj\u00edc\u00ed v z\u00e1kaznick\u00e9 cest\u011b d\u00e1le. Zahrnuje upselling, cross-selling, sb\u011br zp\u011btn\u00e9 vazby \u010di prost\u00e9 pod\u011bkov\u00e1n\u00ed za n\u00e1kup. Strategie jako follow-up se dost mo\u017en\u00e1 stanou d\u016fvodem, pro\u010d z\u00e1kazn\u00edci z\u016fstanou u va\u0161\u00ed zna\u010dky a nebudou nakupovat u konkurence.<\/p>\n\n\n\n

VYLEP\u0160ETE FOLLOW-UP PROCES<\/p>\n\n\n\n

Po ka\u017ed\u00e9m n\u00e1kupu pokra\u010dujte \u0159adou transak\u010dn\u00edch zpr\u00e1v: potvrzen\u00ed objedn\u00e1vky, odhadovan\u00e9 doru\u010den\u00ed nebo p\u0159ips\u00e1n\u00ed v\u011brnostn\u00edch bod\u016f. To jsou ide\u00e1ln\u00ed p\u0159\u00edle\u017eitosti k dal\u0161\u00edmu budov\u00e1n\u00ed vztah\u016f se z\u00e1kazn\u00edky. Poj\u010fme se pod\u00edvat, jak na to:<\/p>\n\n\n\n

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  1. VYU\u017dIJTE CROSS-SELLING<\/li>\n<\/ol>\n\n\n\n

    Nejlep\u0161\u00ed na t\u011bchto zpr\u00e1v\u00e1ch je, \u017ee udr\u017euj\u00ed z\u00e1kazn\u00edkovu pozornost: Vyu\u017eijte je ke zv\u00fd\u0161en\u00ed obratu a p\u0159idejte do follow-upu doporu\u010den\u00ed produkt\u016f.<\/p>\n\n\n\n

    Tento typ velmi z\u00e1vis\u00ed na dostate\u010dn\u00e9m mno\u017estv\u00ed z\u00e1kaznick\u00fdch a produktov\u00fdch dat, kter\u00e9 obratem poh\u00e1n\u011bj\u00ed AI doporu\u010dovac\u00ed syst\u00e9my jako Recommendation Engine platformy CareCloud. Tento n\u00e1stroj zajist\u00ed relevanci produktov\u00fdch doporu\u010den\u00ed pro ka\u017ed\u00e9ho jednotliv\u00e9ho z\u00e1kazn\u00edka. <\/p>\n\n\n\n

    Nab\u00eddku m\u016f\u017eete tak\u00e9 d\u00e1le osladit d\u00e1rkem zdarma \u010di lukrativn\u00ed slevou. Z\u00e1kazn\u00edk bude m\u00edt pocit, \u017ee mu rozum\u00edte a star\u00e1te se o jeho spokojenost.<\/p>\n\n\n\n

      \n
    1. MOTIVUJTE K PRAVIDELN\u00ddM N\u00c1KUP\u016eM<\/li>\n<\/ol>\n\n\n\n

      Podobn\u011b m\u016f\u017eete nastavit follow-up po n\u00e1kupech zbo\u017e\u00ed, jako jsou fitness dopl\u0148ky, l\u00e9ky nebo kontaktn\u00ed \u010do\u010dky. Sta\u010d\u00ed zautomatizovat zpr\u00e1vy, kter\u00e9 z\u00e1kazn\u00edk\u016fm p\u0159ipomenou, aby si produkt zakoupili znovu, kdy\u017e jim dojde balen\u00ed \u010di skon\u010d\u00ed datum expirace. T\u00edm razantn\u011b zv\u00fd\u0161\u00edte \u0161anci, \u017ee z\u00e1kazn\u00edci nakoup\u00ed zrovna u v\u00e1s, a\u017e budou dopl\u0148ovat z\u00e1soby.<\/p>\n\n\n\n

        \n
      1. GATHER FEEDBACK<\/li>\n<\/ol>\n\n\n\n

        Shroma\u017e\u010fujte cenn\u00e9 informace o tom, jak je va\u0161e zna\u010dka obl\u00edben\u00e1. Rozesl\u00e1n\u00edm dotazn\u00edku NPS (Net Promoter Score) z\u00edsk\u00e1te p\u0159ibli\u017en\u00fd obr\u00e1zek o tom, jak si vedete z hlediska z\u00e1kaznick\u00e9 spokojenosti. Krom\u011b toho m\u016f\u017eete i vyzvat z\u00e1kazn\u00edky, aby zaslali podrobn\u011bj\u0161\u00ed hodnocen\u00ed. Jeliko\u017e toto hodnocen\u00ed p\u0159eci jen n\u011bjak\u00fd \u010das zabere, motivujte jej drobnou slevou.<\/p>\n\n\n\n

        Nepodce\u0148ujte sb\u011br zero-party dat! Jedn\u00e1 se o nejbezpe\u010dn\u011bj\u0161\u00ed a nejlegitimn\u011bj\u0161\u00ed zp\u016fsob sb\u011bru dat pr\u00e1v\u011b proto, \u017ee je z\u00e1kazn\u00edci ochotn\u011b pos\u00edlaj\u00ed sami. M\u016f\u017eete tak bez v\u011bt\u0161\u00edch probl\u00e9m\u016f obdr\u017eet u\u017eite\u010dn\u00e1 demografick\u00e1 a profilov\u00e1 data \u010di rovnou zjistit osobn\u00ed produktov\u00e9 preference z\u00e1kazn\u00edk\u016f. Tak je\u0161t\u011b v\u00edc pos\u00edl\u00edte produktov\u00e9 doporu\u010den\u00ed.<\/p>\n\n\n\n

          \n
        1. ROZ\u0160I\u0158TE KAN\u00c1LY<\/li>\n<\/ol>\n\n\n\n

          Zvy\u0161te dosah a doru\u010ditelnost follow-upu. Zat\u00edmco d\u0159\u00edve byly tyto zpr\u00e1vy zas\u00edl\u00e1ny v\u00fdhradn\u011b e-mailem, nyn\u00ed je m\u016f\u017eete rozes\u00edlat libovoln\u00fdm komunika\u010dn\u00edm kan\u00e1lem. Vyu\u017eijte v\u00edce ne\u017e 90% m\u00edru otev\u0159en\u00ed dal\u0161\u00edch kan\u00e1l\u016f, a\u0165 u\u017e jde o SMS, WhatsApp nebo Viber. <\/p>\n\n\n\n

          Proto\u017ee v\u0161ak mohou tyto mo\u017enosti b\u00fdt pom\u011brn\u011b n\u00e1kladn\u00e9, m\u011bli byste vyu\u017eit\u00ed t\u011bchto kan\u00e1l\u016f vyhradit pouze na vybran\u00e9 p\u0159\u00edpady a sp\u00ed\u0161e jako dopl\u0148ky e-mailov\u00fdch zpr\u00e1v. M\u016f\u017eete nap\u0159\u00edklad nastavit follow-up sc\u00e9n\u00e1\u0159 tak, abyste ostatn\u00ed kan\u00e1ly vyu\u017e\u00edvali pouze v p\u0159\u00edpad\u011b v\u011bt\u0161\u00edho n\u00e1kupu (na z\u00e1klad\u011b transak\u010dn\u00edch dat) nebo v p\u0159\u00edpad\u011b, \u017ee nakupuje kl\u00ed\u010dov\u00fd z\u00e1kazn\u00edk (podle RFM segmentace). <\/p>\n\n\n\n

            \n
          1. BUDOV\u00c1N\u00cd ZNA\u010cKY<\/li>\n<\/ol>\n\n\n\n

            Follow-up po n\u00e1kupu nab\u00edz\u00ed mimo jin\u00e9 skv\u011blou p\u0159\u00edle\u017eitost uk\u00e1zat z\u00e1kazn\u00edk\u016fm lidskou str\u00e1nku va\u0161eho brandu. P\u0159esto\u017ee jsou tato sd\u011blen\u00ed p\u0159ev\u00e1\u017en\u011b informativn\u00ed, m\u011bla by b\u00fdt stejn\u011b promy\u0161len\u00e1 jako ka\u017ed\u00e1 jin\u00e1 kampa\u0148: poutav\u00e1 a s jedine\u010dn\u00fdm stylem. <\/p>\n\n\n\n

            Pokud chcete b\u00fdt vn\u00edm\u00e1ni jako z\u00e1bavn\u00ed a nad v\u011bc\u00ed, vymyslete chytrou slovn\u00ed h\u0159\u00ed\u010dku nebo vyu\u017eijte ironii. Pokud si chcete udr\u017eet noblesu, zam\u011b\u0159te se na minimalistickou, ale sofistikovanou formu e-mailu. Nezapome\u0148te zautomatizovat zpr\u00e1vu s pod\u011bkov\u00e1n\u00edm za n\u00e1sledn\u00fd n\u00e1kup, abyste dali najevo, \u017ee si v\u00e1\u017e\u00edte d\u016fv\u011bry a pen\u011bz, kter\u00e9 z\u00e1kazn\u00edci do va\u0161\u00ed zna\u010dky vlo\u017eili.<\/p>\n\n\n\n

              \n
            1. PERSONALIZUJTE ODM\u011aNY <\/li>\n<\/ol>\n\n\n\n

              Personalizace nekon\u010d\u00ed u pozdrav\u016f a p\u0159\u00edle\u017eitostn\u00fdch doporu\u010den\u00ed produkt\u016f. Aplikace Automatizace marketingu platformy CareCloud v\u00e1m umo\u017en\u00ed d\u00e1le v\u011btvit follow-up sc\u00e9n\u00e1\u0159e. Reagujte na ka\u017ed\u00fd krok z\u00e1kazn\u00edk\u016f a odm\u011b\u0148te neobvykle objemn\u00e9 n\u00e1kupy. CareCloud toti\u017e prom\u011b\u0148uje data o z\u00e1kazn\u00edc\u00edch v u\u017eite\u010dn\u00e9 poznatky.<\/p>\n\n\n\n

              Pomoc\u00ed transak\u010dn\u00edch dat m\u016f\u017eete z\u00e1kazn\u00edky odm\u011b\u0148ovat<\/p>\n\n\n\n

                \n
              • za jejich historicky prvn\u00ed n\u00e1kup exkluzivn\u00ed slevou na ten dal\u0161\u00ed (spolu s CTA pro p\u0159ihl\u00e1\u0161en\u00ed do va\u0161eho z\u00e1kaznick\u00e9ho programu).<\/li>\n\n\n\n
              • za obzvl\u00e1\u0161t\u011b velk\u00e9 n\u00e1kupy bu\u010f pouk\u00e1zkou, odm\u011bnou, nebo v\u011brnostn\u00edmi body nav\u00edc.<\/li>\n\n\n\n
              • za n\u00e1kup po del\u0161\u00ed dob\u011b. Po\u0161lete \u010dasov\u011b omezenou nab\u00eddku, abyste znovu nastartovali aktivitu z\u00e1kazn\u00edka, kter\u00fd polevil.<\/li>\n<\/ul>\n\n\n\n

                ZAUTOMATIZUJTE \u00daSP\u011aCH S PLATFORMOU CARECLOUD<\/p>\n\n\n\n

                Abyste mohli pln\u011b vyu\u017e\u00edt v\u00fdhod, kter\u00fd sk\u00fdt\u00e1 follow-up, pot\u0159ebujete dostatek z\u00e1kaznick\u00fdch dat. CDP (Platforma z\u00e1kaznick\u00fdch dat) poskytuje nejrychlej\u0161\u00ed, nejefektivn\u011bj\u0161\u00ed a nej\u00fasporn\u011bj\u0161\u00ed zp\u016fsob sb\u011bru a normalizace dat pro vyu\u017eit\u00ed v automatizaci.<\/p>\n\n\n\n

                Platforma CDP & CRM CareCloud toho v\u0161ak um\u00ed je\u0161t\u011b mnohem v\u00edce: vytv\u00e1\u0159en\u00ed a odes\u00edl\u00e1n\u00ed kampan\u00ed nebo t\u0159eba anal\u00fdzu a spr\u00e1vu v\u011brnostn\u00edch program\u016f. S kvalitn\u00edmi daty p\u0159inese ka\u017ed\u00e1 p\u0159\u00edle\u017eitost ovoce.<\/p>\n\n\n\n

                Budujte unik\u00e1tn\u00ed vztahy s platformou CareCloud.<\/p>\n\n\n\n

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                \n\t\tPODPORA Z EVROPSK\u00c9 UNIE<\/span>\n\t<\/h4>\n\t<\/div>\n<\/div>\n
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                \n\t\tProgram podpory AI technologi\u00ed<\/span>\n\t<\/h2>\n\t<\/div>\n<\/div>\n
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                Spole\u010dnost Cortex, a.s. realizuje projekt Inovace Customer Data Platformy za vyu\u017eit\u00ed um\u011bl\u00e9 inteligence a strojov\u00e9ho u\u010den\u00ed, reg. \u010d. FX05030120_7895 jeho\u017e c\u00edlem je inovace slu\u017eeb a inovace produktu. Tento projekt je realizov\u00e1n v r\u00e1mci programu The Country for the Future Ministerstva pr\u016fmyslu a obchodu a spolufinancov\u00e1n z prost\u0159edk\u016f Evropsk\u00e9 Unie v r\u00e1mci NEXT GENERATION EU.<\/em><\/p>\n<\/div>\n\t<\/div>\n<\/div>\n

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                \n\t\t\t\t\"EN_financovano_EU\"\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t<\/div>\n<\/div>\n
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                \n\t\t\t\t\"CZ_financovano_EU\"\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t<\/div>\n<\/div>\n<\/div>\n<\/div>\n\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n<\/div>","protected":false},"excerpt":{"rendered":"

                Purchase follow-up provides perfect opportunities to engage and retain customers. Automate these messages, from the most basic to the most complex, and orchestrate the best of customer journeys. With CareCloud\u2019s apps and out-of-the-box workflows, you can start right away. PURCHASE IS JUST THE BEGINNING  The customer\u2019s first purchase may be the defining moment of their…<\/p>","protected":false},"author":9,"featured_media":8096,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[12],"tags":[18,26,13,17,20],"class_list":["post-8094","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-tricks","tag-automation","tag-customer-data","tag-emailing","tag-loyalty","tag-omnichannel"],"_links":{"self":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/8094","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/comments?post=8094"}],"version-history":[{"count":5,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/8094\/revisions"}],"predecessor-version":[{"id":8103,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/8094\/revisions\/8103"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media\/8096"}],"wp:attachment":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media?parent=8094"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/categories?post=8094"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/tags?post=8094"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}