{"id":9145,"date":"2025-06-05T09:34:15","date_gmt":"2025-06-05T07:34:15","guid":{"rendered":"https:\/\/www.crmcarecloud.com\/?p=9145"},"modified":"2025-06-05T09:34:15","modified_gmt":"2025-06-05T07:34:15","slug":"automatizujte-nps-reakce-a-zvyste-miru-retence","status":"publish","type":"post","link":"https:\/\/www.crmcarecloud.com\/cz\/blog\/tutorialy\/automatizujte-nps-reakce-a-zvyste-miru-retence\/","title":{"rendered":"Automatizujte NPS reakce a zvy\u0161te m\u00edru retence"},"content":{"rendered":"

Ka\u017ed\u00e1 zna\u010dka \u010das od \u010dasu dostane n\u00edzk\u00e9 NPS (Net Promoter Score). St\u00e1le ale m\u016f\u017eete napravit \u0161kody a udr\u017eet si z\u00e1kazn\u00edky pomoc\u00ed automatizovan\u00fdch reakc\u00ed. N\u00e1\u0161 tutori\u00e1l v\u00e1m uk\u00e1\u017ee cel\u00fd proces tvorby t\u00e9to automatizace, od n\u00e1vrhu e-mailu a voucheru a\u017e po nastaven\u00ed sc\u00e9n\u00e1\u0159e.\u00a0<\/p>\n\n\n\n

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

AUTOMATIZACE NPS: P\u0158EHLED<\/p>\n\n\n\n

N\u00e1\u0161 use case vyu\u017eije imagin\u00e1rn\u00ed outdoorovou zna\u010dku Wylde, kter\u00e1 sb\u00edr\u00e1 hodnocen\u00ed NPS s ot\u00e1zkou: \"Jak pravd\u011bpodobn\u00e9 je, \u017ee na\u0161i zna\u010dku doporu\u010d\u00edte ostatn\u00edm?\". Pokud obdr\u017e\u00edme NPS ni\u017e\u0161\u00ed ne\u017e 7, sc\u00e9n\u00e1\u0159 automaticky ode\u0161le vhodnou omluvu na z\u00e1klad\u011b z\u00e1kazn\u00edkovy hodnoty. K rozli\u0161en\u00ed t\u00e9to hodnoty pou\u017eijeme RFM segmenty, kter\u00e9 jsou integrovan\u00e9 v CareCloud.<\/p>\n\n\n\n

Postup je n\u00e1sleduj\u00edc\u00ed:<\/p>\n\n\n\n

    \n
  1. Navrhneme dv\u011b \u0161ablony e-mailu: omluvn\u00fd e-mail s voucherem a e-mail bez voucheru.\u00a0<\/li>\n\n\n\n
  2. Vytvo\u0159\u00edme voucher pro z\u00e1kazn\u00edky se st\u0159edn\u00edmi a vysok\u00fdmi RFM metrikami.\u00a0<\/li>\n\n\n\n
  3. Nastav\u00edme automatiza\u010dn\u00ed sc\u00e9n\u00e1\u0159, kter\u00fd v\u0161echny prvky spoj\u00ed dohromady v jedn\u00e9 logice a nav\u00edc zamez\u00ed, aby z\u00e1kazn\u00edci vouchery zneu\u017e\u00edvali.<\/li>\n<\/ol>\n\n\n\n

    D\u00edky pohotov\u00e9mu z\u00e1kaznick\u00e9mu servisu a zaslan\u00e9 slev\u011b z\u00e1kazn\u00edci prominou \u0161patnou zku\u0161enost, a dokonce pos\u00edl\u00ed sv\u016fj vztah se zna\u010dkou. Dle dat CareCloud dok\u00e1\u017ee tato automatizace sn\u00ed\u017eit churn o 23%, zat\u00edmco zv\u00fd\u0161\u00ed CLV a\u017e o 17 %. <\/p>\n\n\n\n

    DESIGN E-MAILOV\u00ddCH \u0160ABLON<\/p>\n\n\n\n

    Prvn\u00ed e-mail \u201cNPS Omluva\u201d (bez voucheru) je ur\u010den z\u00e1kazn\u00edk\u016fm s n\u00edzkou hodnotou RFM. Posta\u010d\u00ed n\u00e1m v n\u011bm dva odstavce textu a CTA pro kontakt supportu.<\/p>\n\n\n\n

    D\u016fle\u017eit\u00e9 je na konec e-mailu um\u00edstit kontakty, odkazy na soci\u00e1ln\u00ed s\u00edt\u011b a z\u0159eteln\u00fd odkaz na odhl\u00e1\u0161en\u00ed. Sb\u00edr\u00e1n\u00ed zp\u011btn\u00e9 vazby a \u0159e\u0161en\u00ed probl\u00e9m\u016f v\u00e1m pom\u016f\u017ee optimalizovat procesy.<\/p>\n\n\n\n

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

    Tip \u010d. 1<\/strong>: P\u0159i vytv\u00e1\u0159en\u00ed omluvn\u00fdch e-mail\u016f si hl\u00eddejte t\u00f3n a styl komunikace. Mus\u00edte vyj\u00e1d\u0159it l\u00edtost, ale z\u00e1rove\u0148 z\u00e1kazn\u00edky ujistit, \u017ee si v\u00e1\u017e\u00edte jejich \u010dasu, pen\u011bz a d\u016fv\u011bry. <\/p>\n\n\n\n

    Druh\u00fd e-mail \u201cNPS Omluva + voucher\u201d vypad\u00e1 podobn\u011b, ale obsahuje tak\u00e9 osobn\u00ed k\u00f3d voucheru a CTA, kter\u00fd vede z\u00e1kazn\u00edky k uplatn\u011bn\u00ed jejich odm\u011bny. <\/p>\n\n\n\n

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

    Tip \u010d. 2<\/strong>: Je nutn\u00e9 zachovat spr\u00e1vnou posloupnost textu! Titulek, CTA a tla\u010d\u00edtko by m\u011bly m\u00edt nejv\u011bt\u0161\u00ed p\u00edsmo. Nad titulek um\u00edst\u011bte tak\u00e9 logo zna\u010dky.<\/p>\n\n\n\n

    Jedn\u00e1 se o dva e-maily, kter\u00e9 budete pos\u00edlat segment\u016fm s n\u00edzkou a st\u0159edn\u00ed frekvenc\u00ed. Z\u00e1kazn\u00edci s nejvy\u0161\u0161\u00ed hodnotou obdr\u017e\u00ed osobn\u00ed telefon\u00e1t od jednoho z agent\u016f call centra spole\u010dnosti Wylde. Nyn\u00ed poj\u010fme vytvo\u0159it voucher! <\/p>\n\n\n\n

    T\u0159et\u00ed e-mail p\u0159ipom\u00edn\u00e1 z\u00e1kazn\u00edkovi, \u017ee platnost poukazu vypr\u0161\u00ed za 10 dn\u00ed. Zachovejte podobn\u00fd styl a design a p\u0159idejte odpo\u010det, kter\u00fd odpov\u00edd\u00e1 skute\u010dn\u00e9mu datu vypr\u0161en\u00ed platnosti poukazu.<\/p>\n\n\n\n

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

    Nyn\u00ed se poj\u010fme p\u0159esunout na voucher!<\/p>\n\n\n\n

    VYTV\u00c1\u0158EN\u00cd VOUCHERU<\/p>\n\n\n\n

    V r\u00e1mci sc\u00e9n\u00e1\u0159e p\u0159i\u0159ad\u00edme z\u00e1kazn\u00edk\u016fm voucher se slevou. Chcete-li vytvo\u0159it vlastn\u00ed odm\u011bnu za kampa\u0148, p\u0159ejd\u011bte do aplikace Administrace & Loajalita, pot\u00e9 V\u011brnostn\u00ed programy, Benefity\/Vouchery a nakonec Kampa\u0148ov\u00e9 & marketing automation odm\u011bny.<\/p>\n\n\n\n

    Ta by m\u011bla b\u00fdt dostate\u010dn\u011b atraktivn\u00ed, aby z\u00e1kazn\u00edky oslovila a p\u0159im\u011bla nakoupit. V na\u0161em p\u0159\u00edpad\u011b nab\u00edz\u00edme 20 \u20ac na cel\u00fd sortiment, proto\u017ee produkty Wylde spadaj\u00ed do podobn\u00e9ho cenov\u00e9ho rozp\u011bt\u00ed. To znamen\u00e1, \u017ee sekce Brand, Skupina produkt\u016f a Produkty ponech\u00e1me pr\u00e1zdn\u00e9.<\/p>\n\n\n\n

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

    Nezapome\u0148te nastavit platnost poukazu. Nastav\u00edme ji na 2 m\u011bs\u00edce. Tady se nevyplat\u00ed p\u0159\u00edli\u0161 tla\u010dit na urgenci: Tyto pouk\u00e1zky slou\u017e\u00ed sp\u00ed\u0161e k usm\u00ed\u0159en\u00ed, ne\u017e k rychl\u00e9mu n\u00e1kupu.<\/p>\n\n\n\n

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

    Tip \u010d. 3<\/strong>: Pokud chcete hodnotn\u00e9 z\u00e1kazn\u00edky v\u00edce odm\u011bnit, vytvo\u0159te dal\u0161\u00ed slevy pro r\u016fzn\u00e9 RFM segmenty.\u00a0<\/p>\n\n\n\n

    Tuto pouk\u00e1zku nazveme \"NPS Omluva, 20 \u20ac\", abychom ji p\u0159i nastavov\u00e1n\u00ed pracovn\u00edho postupu snadno na\u0161li.<\/p>\n\n\n\n

    NASTAVEN\u00cd SC\u00c9N\u00c1\u0158E<\/p>\n\n\n\n

    Nyn\u00ed propoj\u00edme d\u00edl\u010d\u00ed \u010d\u00e1sti do efektivn\u00edho celku. Z\u00e1kladn\u00ed princip sc\u00e9n\u00e1\u0159e spo\u010d\u00edv\u00e1 v rozli\u0161en\u00ed hodnoty z\u00e1kazn\u00edka na z\u00e1klad\u011b RFM, na\u010de\u017e sc\u00e9n\u00e1\u0159 po\u0161le omluvn\u00e9 e-maily, vouchery, nebo zad\u00e1n\u00ed pro agenta call centra. Cel\u00fd sc\u00e9n\u00e1\u0159 vypad\u00e1 n\u00e1sledovn\u011b:<\/p>\n\n\n\n

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

    Sc\u00e9n\u00e1\u0159 se spust\u00ed eventem \"Net Promoter Score\". <\/p>\n\n\n\n

    Pot\u00e9 nastav\u00edme podm\u00ednku, kter\u00e1 zajist\u00ed, \u017ee z\u00e1kazn\u00edci nebudou moci vyu\u017e\u00edvat slevov\u00e9 pouk\u00e1zky p\u0159\u00edli\u0161 \u010dasto. Vlo\u017e\u00edme uzel podm\u00ednky, kter\u00fd zjist\u00ed, zda byl z\u00e1kazn\u00edkovi v posledn\u00edch 6 m\u011bs\u00edc\u00edch p\u0159id\u011blen poukaz \"Omluva NPS, 20 \u20ac\".<\/p>\n\n\n\n

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

    Pokud z\u00e1kazn\u00edk takovou pouk\u00e1zku obdr\u017eel, za\u0161lete mu omluvn\u00fd e-mail (bez pouk\u00e1zky) ve v\u011btvi \"Ano\".<\/p>\n\n\n\n

    Pot\u00e9 budeme n\u00e1sledovat n\u011bkolik podm\u00ednek na z\u00e1klad\u011b RFM segmentu z\u00e1kazn\u00edka. Za\u010dneme ni\u017e\u0161\u00edmi segmenty: Lost Customers a Hibernating.<\/p>\n\n\n\n

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

    Pokud z\u00e1kazn\u00edk pat\u0159\u00ed do jednoho z t\u011bchto segment\u016f, za\u0161leme mu e-mail bez voucheru. Tito z\u00e1kazn\u00edci p\u0159\u00edli\u0161 neutr\u00e1cej\u00ed a nakupuj\u00ed z\u0159\u00eddka. Nen\u00ed t\u0159eba jim pos\u00edlat voucher: na jejich n\u00e1kupu pouze prod\u011bl\u00e1te s n\u00edzkou \u0161anci na zapojen\u00ed z\u00e1kazn\u00edka.<\/p>\n\n\n\n

    Tip \u010d. 4<\/strong>: Existuje celkem 11 segment\u016f RFM; sami se rozhodn\u011bte, kter\u00e9 z nich budete pova\u017eovat za segmenty s n\u00edzkou nebo vysokou hodnotou. Krom\u011b toho m\u016f\u017eete sc\u00e9n\u00e1\u0159 roz\u0161\u00ed\u0159it o dal\u0161\u00ed typy odm\u011bn v z\u00e1vislosti na segmentu.<\/p>\n\n\n\n

    Ve v\u011btvi \"Ne\" navazujeme dal\u0161\u00ed podm\u00ednkou, abychom zjistili, zda z\u00e1kazn\u00edk pat\u0159\u00ed do st\u0159edn\u00edch segment\u016f: Promising, Need Attention, About to Sleep, At Risk, New Customers a Potential Loyalist.<\/p>\n\n\n\n

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

    T\u011bmto z\u00e1kazn\u00edk\u016fm za\u0161leme e-mail s CTA pro uplatn\u011bn\u00ed voucheru. Pot\u0159ebujeme tak\u00e9 n\u00e1sledn\u011b p\u0159i\u0159adit samotn\u00fd voucher. <\/p>\n\n\n\n

    Pokud z\u00e1kazn\u00edk hodn\u011b utr\u00e1c\u00ed a pat\u0159\u00ed do posledn\u00edch t\u0159\u00ed segment\u016f RFM (Champions, Loyalists, Cannot Lose), nebudeme mu pos\u00edlat \u017e\u00e1dn\u00e9 e-maily<\/em>, ale upozorn\u00edme agenty call centra.<\/p>\n\n\n\n

    M\u00edsto toho pou\u017eijeme ak\u010dn\u00ed uzel \"Zaslat ozn\u00e1men\u00ed u\u017eivateli\", vybereme roli \"Call center agent\u201d a nap\u00ed\u0161eme jasn\u00e9 pokyny, kter\u00fdmi se m\u00e1 agent \u0159\u00eddit.<\/p>\n\n\n\n

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

    Agent call centra vy\u0159e\u0161\u00ed probl\u00e9m se z\u00e1kazn\u00edkem po telefonu a podpo\u0159\u00ed tak jeho vztah se zna\u010dkou, na\u010de\u017e za\u0161le z\u00e1kazn\u00edkovi omluvn\u00fd voucher.<\/p>\n\n\n\n

    LEP\u0160\u00cd Z\u00c1KAZNICK\u00c9 VZTAHY S CARECLOUD<\/p>\n\n\n\n

    Automatizovan\u00e1 reakce NPS hodnocen\u00ed je jedn\u00edm z mnoha zp\u016fsob\u016f, jak m\u016f\u017ee CareCloud pos\u00edlit v\u00e1\u0161 marketing. N\u00e1\u0161 praktick\u00fd tutori\u00e1l slou\u017e\u00ed hlavn\u011b jako za\u010d\u00e1tek va\u0161\u00ed cesty. <\/p>\n\n\n\n

    M\u016f\u017eete automatizovat slo\u017eit\u011bj\u0161\u00ed reakce na zp\u011btnou vazbu, vytv\u00e1\u0159et specifick\u00e9 segmenty, personalizovat slu\u017eby ka\u017ed\u00e9mu z\u00e1kazn\u00edkovi zvl\u00e1\u0161\u0165 \u010di vytv\u00e1\u0159et vlastn\u00ed odm\u011bny.<\/p>\n\n\n\n

    T\u011b\u0161it se m\u016f\u017eete na dal\u0161\u00ed komplexn\u00ed tutori\u00e1ly. CareCloud nab\u00edz\u00ed lep\u0161\u00ed marketing, snadno a rychle.<\/p>","protected":false},"excerpt":{"rendered":"

    Every brand gets a low NPS (Net Promoter Score) rating from time to time, but can still retain customers and build CLV. Automate low NPS response to drive your success. This tutorial shows you the whole process, from the apology e-mail and voucher design to workflow logic.\u00a0 NPS RESPONSE: THE PROCESS Our use case features…<\/p>","protected":false},"author":9,"featured_media":9146,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[31],"tags":[18,26,13],"class_list":["post-9145","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tutorials","tag-automation","tag-customer-data","tag-emailing"],"_links":{"self":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/9145","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=9145"}],"version-history":[{"count":2,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/9145\/revisions"}],"predecessor-version":[{"id":9169,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/9145\/revisions\/9169"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media\/9146"}],"wp:attachment":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media?parent=9145"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/categories?post=9145"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/tags?post=9145"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}