{"id":9958,"date":"2025-12-01T11:55:35","date_gmt":"2025-12-01T10:55:35","guid":{"rendered":"https:\/\/www.crmcarecloud.com\/?p=9958"},"modified":"2025-12-01T14:20:54","modified_gmt":"2025-12-01T13:20:54","slug":"neviditelna-customer-experience-v-retencnim-marketingu","status":"publish","type":"post","link":"https:\/\/www.crmcarecloud.com\/cz\/blog\/tipy-triky\/neviditelna-customer-experience-v-retencnim-marketingu\/","title":{"rendered":"Neviditeln\u00e1 Customer Experience v reten\u010dn\u00edm marketingu"},"content":{"rendered":"

Na Retail in Detail 2025 jsem p\u0159edn\u00e1\u0161el o tom, jak\u00e9 nedostatky m\u00e1 z\u00e1kaznick\u00e1 zku\u0161enost (CX) v \u010desk\u00e9m reten\u010dn\u00edm marketingu a jak z toho ven. Bavili jsme se o personalizaci, AI i marketingu a pro\u010d u\u017e obecn\u00e9 newslettery nesta\u010d\u00ed.<\/p>\n\n\n\n

SITUACE V \u010cESK\u00c9M RETAILU <\/p>\n\n\n\n

\"95<\/figure>\n\n\n\n

Zhruba 95 % v\u0161ech marketingov\u00fdch e-mail\u016f z\u00e1kazn\u00edci nikdy neotev\u0159ou, proto\u017ee jsou neust\u00e1le bombardov\u00e1ni nerelevantn\u00edmi nab\u00eddkami.<\/p>\n\n\n\n

Jakmile toti\u017e od z\u00e1kazn\u00edka z\u00edsk\u00e1me e-mailovou adresu a souhlas, tak m\u016f\u017eeme s minim\u00e1ln\u00edmi n\u00e1klady pos\u00edlat e-mailing \u010di push notifikace. To potom sv\u00e1d\u00ed k p\u0159ehlcov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f obecn\u00fdmi nab\u00eddkami.<\/p>\n\n\n\n

Jen\u017ee reten\u010dn\u00ed marketing je o kvalit\u011b, ne o kvantit\u011b.<\/p>\n\n\n\n

V \u010cesk\u00e9 republice je customer experience <\/strong>u\u017e velk\u00e9 t\u00e9ma, ale \u0159e\u0161\u00ed se pouze v kontextu akvizice a n\u00e1kupu. \u00dapln\u011b se zapom\u00edn\u00e1 na CX v retenci. V praxi se pravideln\u011b setk\u00e1v\u00e1m se t\u0159emi probl\u00e9my:<\/p>\n\n\n\n

    \n
  1. Zna\u010dky nec\u00edl\u00ed reten\u010dn\u00ed marketing. Rad\u011bji pos\u00edlaj\u00ed obecn\u00e9 newslettery na celou z\u00e1kaznickou datab\u00e1zi.<\/li>\n\n\n\n
  2. K frekvenci marketingov\u00fdch sd\u011blen\u00ed se p\u0159istupuje ve smyslu \u201c\u010d\u00edm v\u00edce, t\u00edm l\u00e9pe\u201d a z\u00e1kazn\u00edci se top\u00ed v mo\u0159i nerelevantn\u00edch zpr\u00e1v.<\/li>\n\n\n\n
  3. Konkr\u00e9tn\u00ed nab\u00eddka je pro v\u0161echny stejn\u00e1, pos\u00edlaj\u00ed se top produkty ve slev\u011b nebo novinky. Personalizovan\u00e9 doporu\u010den\u00ed produkt\u016f pos\u00edl\u00e1 jen m\u00e1lokter\u00e1 zna\u010dka.<\/li>\n<\/ol>\n\n\n\n

    ALE V\u017dDY\u0164 TO FUNGUJE, NE?<\/p>\n\n\n\n

    \u010castou obhajobou je tvrzen\u00ed, \u017ee to funguje a takov\u00fd marketing p\u0159in\u00e1\u0161\u00ed v\u00fdsledky v podob\u011b vy\u0161\u0161\u00edch prodej\u016f i hezk\u00fdch obrat\u016f.<\/p>\n\n\n\n

    Bohu\u017eel je to jen chybn\u00e1 interpretace report\u016f a statistik. Pod\u00edv\u00e1me se spolu na t\u0159i metriky, kter\u00e9 jsou \u010dasto nepochopeny.<\/p>\n\n\n\n

      \n
    • Vygenerovan\u00fd obrat<\/strong>: Reten\u010dn\u00ed marketing ze sv\u00e9 podstaty c\u00edl\u00ed na pravideln\u00e9 z\u00e1kazn\u00edky, kte\u0159\u00ed by nakoupili, i kdyby jim ten zcela obecn\u00fd newsletter nep\u0159i\u0161el. Tak\u017ee obrat c\u00edlov\u00e9 skupiny v konverzn\u00edm okn\u011b nevypov\u00edd\u00e1 o p\u0159\u00ednosu kampan\u011b.
      Skute\u010dn\u00fd p\u0159\u00ednos vypo\u010d\u00edt\u00e1te pomoc\u00ed kontroln\u00ed skupiny (standardn\u011b 5-10 % z c\u00edlov\u00e9 skupiny), kterou d\u00e1te bokem a neoslov\u00edte.
      Sledujete potom rozd\u00edl n\u00e1kupn\u00edho chov\u00e1n\u00ed mezi oslovenou a neoslovenou \u010d\u00e1st\u00ed. Rozd\u00edl v pr\u016fm\u011brn\u00e9 \u00fatrat\u011b p\u0159en\u00e1sob\u00edte po\u010dtem z\u00e1kazn\u00edk\u016f v c\u00edlov\u00e9 skupin\u011b a z\u00edsk\u00e1te tzv. Uplift, tedy skute\u010dn\u00fd p\u0159\u00ednos kampan\u011b.<\/li>\n\n\n\n
    • M\u00edra odhl\u00e1\u0161en\u00ed<\/strong>: Z\u00e1kazn\u00edci nemaj\u00ed ani \u010das, ani energii prod\u00edrat se des\u00edtkami e-mail\u016f denn\u011b, hledat unsubscribe tla\u010d\u00edtko a pak na unsubscribe str\u00e1nce potvrzovat odhl\u00e1\u0161en\u00ed. Rad\u0161i ozna\u010d\u00ed marketingov\u00e9 e-maily jako p\u0159e\u010dten\u00e9, nebo je rovnou sma\u017eou.
      Tak\u017ee unsubscribe rate nijak nevypov\u00edd\u00e1 o p\u0159im\u011b\u0159enosti frekvence ani o zaj\u00edmavosti obsahu pro osloven\u00e9 z\u00e1kazn\u00edky.<\/li>\n\n\n\n
    • V\u00fdkonnost promovan\u00fdch produkt\u016f<\/strong>: Do newsletter\u016f se standardn\u011b d\u00e1vaj\u00ed top produkty, kter\u00e9 jsou aktu\u00e1ln\u011b ve slev\u011b. Ty se budou v\u017edy prod\u00e1vat skv\u011ble, bez ohledu na marketing. Zkuste si do obecn\u00e9ho newsletteru d\u00e1t podpr\u016fm\u011brn\u00fd produkt bez slevy a uvid\u00edte, \u017ee jeho prodeje nevzrostou.<\/li>\n<\/ul>\n\n\n\n

      P\u0159itom maj\u00ed zna\u010dky nejen pot\u0159ebn\u00e1 data, ale nezbytn\u00e9 i n\u00e1stroje, aby na z\u00e1kazn\u00edky c\u00edlili personalizovanou komunikaci. Poj\u010fme si \u0159\u00edct, jak v reten\u010dn\u00edm marketingu zohlednit z\u00e1kaznickou zku\u0161enost.<\/p>\n\n\n\n

      OPTIMALIZUJTE Z\u00c1KAZNICKOU ZKU\u0160ENOST<\/p>\n\n\n\n

      Jak tedy pracovat se z\u00e1kazn\u00edky, aby pro n\u011b na\u0161e zna\u010dka nebyla jen dal\u0161\u00ed prodejce? P\u0159ipravil jsem pro V\u00e1s 6 best practices, se kter\u00fdmi podpo\u0159\u00edte z\u00e1kaznick\u00e9 vztahy:<\/p>\n\n\n\n

        \n
      1. Minimalizujte obecn\u00e9 newslettery<\/strong>: \u010c\u00edm m\u00e9n\u011b, t\u00edm l\u00e9pe. Ale nesm\u00edte ztratit kontakt se z\u00e1kazn\u00edky. Proporcion\u00e1ln\u011b navy\u0161te c\u00edlen\u00e9 a personalizovan\u00e9 kampan\u011b.<\/li>\n<\/ol>\n\n\n\n
          \n
        1. Tvo\u0159te p\u0159esn\u00e1 publika<\/strong>: Z dat v\u00edte, kdy z\u00e1kazn\u00edk naposledy nakoupil, kolik u\u017e utratil, co bylo v ko\u0161\u00edku, co nakupuje opakovan\u011b. \u010casto nav\u00edc m\u00e1te demografick\u00e1 data jako pohlav\u00ed, bydli\u0161t\u011b \u010di v\u011bk. Informujte z\u00e1kazn\u00edky o akci v prodejn\u011b, kterou nav\u0161t\u011bvuj\u00ed. Po\u0161lete proaktivn\u011b alternativy, kdy\u017e vy\u0159azujete ze sortimentu pravideln\u011b nakupovan\u00fd produkt. Informujte o nov\u00e9 pobo\u010dce z\u00e1kazn\u00edky v okol\u00ed.
          Kdy\u017e d\u011bl\u00e1te c\u00edlen\u00e9 kampan\u011b dob\u0159e, tak v z\u00e1kazn\u00edkovi vyvol\u00e1v\u00e1te pocit, \u017ee mu Va\u0161e zna\u010dka rozum\u00ed a \u017ee prod\u00e1v\u00e1te produkty, kter\u00e9 ho opravdu zaj\u00edmaj\u00ed.<\/li>\n<\/ol>\n\n\n\n
            \n
          1. Nab\u00edzejte relevantn\u00ed produkty<\/strong>: Dnes u\u017e nen\u00ed jedin\u00fd d\u016fvod, pro\u010d do e-mailov\u00e9 \u0161ablony d\u00e1t v\u0161em z\u00e1kazn\u00edk\u016fm stejn\u00e9 produkty. Algoritmy a AI syst\u00e9my pro doporu\u010dov\u00e1n\u00ed produkt\u016f se vyv\u00edj\u00ed. Nap\u0159\u00edklad v CareCloudu vybere marke\u0165\u00e1k pouze sadu produkt\u016f, kter\u00e9 jsou dostupn\u00e9, a AI Abigail pro ka\u017ed\u00e9ho z\u00e1kazn\u00edka zvol\u00ed ty nejlep\u0161\u00ed.
            Dramaticky tak zv\u00fd\u0161\u00edte relevantnost nab\u00eddky. Dokonce m\u016f\u017eete v r\u00e1mci jedn\u00e9 \u0161ablony kombinovat ru\u010dn\u011b vybran\u00e9 a AI produkty.<\/li>\n<\/ol>\n\n\n\n
              \n
            1. Optimalizujte \u010das rozes\u00edlky<\/strong>: Ka\u017ed\u00fd z\u00e1kazn\u00edk je jin\u00fd. Jeden je na mobilu p\u0159i cest\u011b do pr\u00e1ce, druh\u00fd ka\u017ed\u00fd den scrolluje p\u0159ed span\u00edm a t\u0159et\u00ed brouzd\u00e1 po internetu v pr\u00e1ci.
              Neexistuje univerz\u00e1ln\u00ed a spr\u00e1vn\u00fd \u010das, kdy odeslat kampa\u0148. P\u0159izp\u016fsobte \u010das rozes\u00edlky ka\u017ed\u00e9mu z\u00e1kazn\u00edkovi na m\u00edru. T\u0159eba Abigail to um\u00ed automaticky, sta\u010d\u00ed tuto volbu za\u0161krtnout p\u0159i tvorb\u011b kampan\u011b.\nD\u00edky tomu budete v inboxu na prvn\u00edch m\u00edstech a razantn\u011b zv\u00fd\u0161\u00edte open rate.
              <\/li>\n\n\n\n
            2. Optimalizujte frekvence rozes\u00edlky<\/strong>: Stejn\u011b jako neexistuje jednotn\u00fd ide\u00e1ln\u00ed \u010das rozes\u00edlky, tak neexistuje ani univerz\u00e1ln\u00ed frekvence. Zjistili jsme, \u017ee preferovan\u00e1 intenzita komunikace \u00fazce odpov\u00edd\u00e1 RFM \u2013 tedy dobou od posledn\u00edho n\u00e1kupu, po\u010dtu n\u00e1kup\u016f a celkov\u00e9 utracen\u00e9 \u010d\u00e1stky.
              \u010c\u00edm v\u00edc z\u00e1kazn\u00edk nakupuje, t\u00edm \u010dast\u011bj\u0161\u00ed komunikaci preferuje.\nPou\u017e\u00edvejte RFM segmentaci a podle n\u00ed p\u0159izp\u016fsobte frekvenci komunikace. Top RFM segment\u016fm m\u016f\u017eete pos\u00edlat marketing 3kr\u00e1t t\u00fddn\u011b, ale t\u011bm nejni\u017e\u0161\u00edm pouze jednou za m\u011bs\u00edc.
              <\/li>\n\n\n\n
            3. Stup\u0148ujte incentivy<\/strong>: Zohledn\u011bte typ z\u00e1kazn\u00edka a jeho interakci s Va\u0161\u00ed zna\u010dkou p\u0159i p\u0159i\u0159azov\u00e1n\u00ed odm\u011bn, voucher\u016f, bod\u016f, ale i omluv. A\u0165 u\u017e se jedn\u00e1 o p\u0159\u00e1n\u00ed k narozenin\u00e1m, reakci na \u0161patn\u011b NPS hodnocen\u00ed nebo opu\u0161t\u011bn\u00fd ko\u0161\u00edk, berte v potaz, kolik u V\u00e1s ten z\u00e1kazn\u00edk v minulosti utratil a jak moc je aktivn\u00ed.\nD\u00e1te t\u00edm z\u00e1kazn\u00edk\u016fm najevo, \u017ee si cen\u00edte jejich v\u011brnosti a utracen\u00fdch pen\u011bz a podle toho k nim p\u0159istupujete.
              D\u00e1te t\u00edm z\u00e1kazn\u00edk\u016fm najevo, \u017ee si cen\u00edte jejich v\u011brnosti a utracen\u00fdch pen\u011bz a podle toho k nim p\u0159istupujete.<\/li>\n<\/ol>\n\n\n\n

              ST\u00c1L\u00cd Z\u00c1KAZN\u00cdCI GENERUJ\u00cd ZISK<\/p>\n\n\n\n

              Z na\u0161ich zku\u0161enost\u00ed 87 % \u010desk\u00fdch zna\u010dek nep\u0159em\u00fd\u0161l\u00ed nad CX v reten\u010dn\u00edm marketingu. P\u0159itom st\u00e1l\u00ed z\u00e1kazn\u00edci tvo\u0159\u00ed v\u011bt\u0161inu obratu v retailu, gastronomii i e-commerce. Pr\u00e1v\u011b o n\u011b mus\u00edte nejv\u00edce pe\u010dovat.<\/p>\n\n\n\n

              \"V\u011bt\u0161ina<\/figure>\n\n\n\n

              Tak\u017ee pokud zainvestujete \u00fasil\u00ed a pen\u00edze do customer experience, p\u0159edb\u011bhnete konkurenci a z\u00e1kazn\u00edci se V\u00e1m odvd\u011b\u010d\u00ed sv\u00fdmi pen\u011b\u017eenkami.<\/p>\n\n\n\n

              Budujte s n\u00e1mi siln\u011bj\u0161\u00ed vztahy se z\u00e1kazn\u00edky. Nejsme jen dodavatel\u00e9 platformy, ale m\u00e1me i know-how, jak spr\u00e1vn\u011b se z\u00e1kazn\u00edky pracovat.<\/p>\n\n\n\n

              \n\n\n\n
              \"\"<\/figure>","protected":false},"excerpt":{"rendered":"

              At Retail in Detail 2025, I presented on the shortcomings of customer experience (CX) in Czech retention marketing and explored strategies to overcome them. We discussed personalization, AI, online marketing, and why traditional newsletters are no longer sufficient. THE SITUATION IN CZECH RETAIL  Approximately 95% of marketing emails get deleted by customers because they are…<\/p>","protected":false},"author":2,"featured_media":9965,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[12],"tags":[21,26,14,13,17,22],"class_list":["post-9958","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-tricks","tag-analysis","tag-customer-data","tag-e-commerce","tag-emailing","tag-loyalty","tag-retail"],"_links":{"self":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/9958","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\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/comments?post=9958"}],"version-history":[{"count":3,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/9958\/revisions"}],"predecessor-version":[{"id":9970,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/9958\/revisions\/9970"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media\/9965"}],"wp:attachment":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media?parent=9958"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/categories?post=9958"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/tags?post=9958"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}