{"id":44754,"date":"2025-01-27T18:57:18","date_gmt":"2025-01-27T17:57:18","guid":{"rendered":"https:\/\/www.mzone.cz\/?p=44754"},"modified":"2025-01-27T18:57:20","modified_gmt":"2025-01-27T17:57:20","slug":"crm-proc-vetsina-implementaci-selze-a-co-proti-tomu-delat","status":"publish","type":"post","link":"https:\/\/www.mzone.cz\/en\/crm-proc-vetsina-implementaci-selze-a-co-proti-tomu-delat\/","title":{"rendered":"Pro\u010d v\u011bt\u0161ina implementac\u00ed CRM sel\u017ee? A co proti tomu d\u011blat?"},"content":{"rendered":"<p><strong>P\u0159edstavte si, \u017ee vyhod\u00edte z okna sto pades\u00e1t tis\u00edc. P\u0159esn\u011b tolik pr\u016fm\u011brn\u011b stoj\u00ed ne\u00fasp\u011b\u0161n\u00e1 implementace CRM syst\u00e9mu v mal\u00e9 firm\u011b. A podle Harvard Business Review selh\u00e1v\u00e1 a\u017e 67 % CRM projekt\u016f. V\u011bt\u0161inou ne proto, \u017ee by byl \u0161patn\u00fd samotn\u00fd syst\u00e9m, ale proto, \u017ee ho firmy implementuj\u00ed jako technologii &#8211; ne jako strategii.<\/strong><\/p><br>\n\n\n\n<h2 class=\"wp-block-heading\">Psychologie zm\u011bny<\/h2>\n\n\n\n<p>Typick\u00fd sc\u00e9n\u00e1\u0159 vypad\u00e1 n\u00e1sledovn\u011b: Firma implementuje CRM syst\u00e9m a o\u010dek\u00e1v\u00e1 z\u00e1zraky. Realita? Zhruba 48 % prodejc\u016f se syst\u00e9mu vyh\u00fdb\u00e1 jako \u010dert k\u0159\u00ed\u017ei.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Podle pr\u016fzkumu Salesforce tr\u00e1v\u00ed pr\u016fm\u011brn\u00fd obchodn\u00edk 5,5 hodiny t\u00fddn\u011b aktualizac\u00ed CRM. To je 17 % produktivn\u00edho \u010dasu. Bez jasn\u00e9 motivace a strategie je to ztracen\u00fd \u010das.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Co skute\u010dn\u011b funguje?<\/h2>\n\n\n\n<p>Spole\u010dnost PwC analyzovala 500 st\u0159edn\u00edch firem. Ty, kter\u00e9 implementovaly&nbsp;<strong>CRM jako sou\u010d\u00e1st zm\u011bny firemn\u00ed kultury<\/strong>, zaznamenaly o 32 % vy\u0161\u0161\u00ed retenci z\u00e1kazn\u00edk\u016f. Ov\u0161em firmy, kter\u00e9 ho nasadily jen jako n\u00e1stroj? Pouze 8% zlep\u0161en\u00ed. A to je hodn\u011b m\u00e1lo.<\/p><br>\n\n\n\n<h2 class=\"wp-block-heading\">V jednoduchosti je s\u00edla<\/h2>\n\n\n\n<p>Velk\u00e9 mno\u017estv\u00ed dat m\u016f\u017ee b\u00fdt paradoxn\u011b na \u0161kodu. Zat\u00edmco n\u011bkter\u00e9 firmy se top\u00ed v z\u00e1plav\u011b informac\u00ed ze sv\u00e9ho CRM, ty \u00fasp\u011b\u0161n\u011bj\u0161\u00ed vsadily na jednoduch\u00fd p\u0159\u00edstup.&nbsp;<strong>Sleduj\u00ed jen to podstatn\u00e9<\/strong>&nbsp;&#8211; t\u0159eba jak rychle t\u00fdm reaguje na po\u017eadavky, kolik z\u00e1kazn\u00edk\u016f se vrac\u00ed k dal\u0161\u00edm n\u00e1kup\u016fm &#8211; nebo jak\u00e1 je pr\u016fm\u011brn\u00e1 hodnota objedn\u00e1vky. S p\u0159ehledn\u00fdmi daty p\u0159ich\u00e1z\u00ed i lep\u0161\u00ed v\u00fdsledky.<\/p><br>\n\n\n\n<h2 class=\"wp-block-heading\">Data s p\u0159idanou hodnotou<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.eway-crm.com\/cs\/eway-crm-crm-system\/\" target=\"_blank\">Kvalitn\u00ed CRM syst\u00e9m dok\u00e1\u017ee p\u0159edv\u00eddat<\/a>, kdy z\u00e1kazn\u00edk pravd\u011bpodobn\u011b nakoup\u00ed znovu nebo kdy naopak hroz\u00ed, \u017ee p\u0159ejde ke konkurenci. \u010cesk\u00e9 firmy ale tyhle funkce \u010dasto nevyu\u017e\u00edvaj\u00ed naplno. P\u0159itom sta\u010d\u00ed tak m\u00e1lo &#8211;&nbsp;<strong>za\u010d\u00edt pou\u017e\u00edvat prediktivn\u00ed n\u00e1stroje t\u0159eba jen pro sv\u00e9 VIP klienty<\/strong>. I mal\u00e1 zm\u011bna v p\u0159\u00edstupu m\u016f\u017ee p\u0159in\u00e9st v\u00fdrazn\u011b lep\u0161\u00ed v\u00fdsledky.<\/p><br>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Nejlep\u0161\u00ed CRM pro Microsoft Outlook. To je eWay-CRM.\" width=\"600\" height=\"338\" src=\"https:\/\/www.youtube.com\/embed\/3E7GwOqGXKk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure><br>\n\n\n\n<h2 class=\"wp-block-heading\">Lidsk\u00fd faktor<\/h2>\n\n\n\n<p>Nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed implementace maj\u00ed jedno spole\u010dn\u00e9: zapojuj\u00ed zam\u011bstnance od za\u010d\u00e1tku. Firmy, kter\u00e9 investovaly do \u0161kolen\u00ed v\u00edce ne\u017e 20 % rozpo\u010dtu projektu, m\u011bly 3\u00d7 vy\u0161\u0161\u00ed \u0161anci na \u00fasp\u011bch.<\/p><br>\n\n\n\n<h2 class=\"wp-block-heading\">Skryt\u00e9 n\u00e1klady a v\u00fdnosy<\/h2>\n\n\n\n<p>P\u0159\u00edm\u00e9 n\u00e1klady na CRM jsou jen \u0161pi\u010dkou ledovce. Podle McKinsey tvo\u0159\u00ed licence pouze 28 % celkov\u00fdch n\u00e1klad\u016f. Zbytek? \u0160kolen\u00ed (31 %), customizace (24 %) a \u00fadr\u017eba (17 %). Ale kdy\u017e se to ud\u011bl\u00e1 spr\u00e1vn\u011b, ka\u017ed\u00e1 investovan\u00e1 koruna p\u0159inese v pr\u016fm\u011bru v\u00edce ne\u017e 8 K\u010d zp\u011bt.<\/p><br>\n\n\n\n<p>\u00dasp\u011b\u0161n\u00fd CRM syst\u00e9m nen\u00ed o technologii.\u00a0<strong>Je o lidech a procesech.<\/strong>\u00a0A p\u0159edev\u0161\u00edm &#8211;\u00a0<strong>o zm\u011bn\u011b my\u0161len\u00ed<\/strong>. V dob\u011b, kdy 89 % z\u00e1kazn\u00edk\u016f zm\u011bn\u00ed zna\u010dku po jedin\u00e9 \u0161patn\u00e9 zku\u0161enosti, nen\u00ed CRM volba. Je to nutnost.\u00a0<a href=\"https:\/\/www.eway-crm.com\/cs\/implementace-eway-crm\/\" target=\"_blank\">Ale mus\u00ed se d\u011blat chyt\u0159e<\/a>.<\/p><br>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile is-vertically-aligned-top\" style=\"grid-template-columns:24% auto\"><figure class=\"wp-block-media-text__media\"><a href=\"https:\/\/www.mzone.cz\/jak-pro-vas-byznys-vybrat-ten-nejlepsi-crm-nastroj\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.mzone.cz\/wp-content\/uploads\/2023\/04\/CRM-system-1024x683.png\" alt=\"CRM syst\u00e9m\" class=\"wp-image-40200 size-full\" srcset=\"https:\/\/www.mzone.cz\/wp-content\/uploads\/2023\/04\/CRM-system-1024x683.png 1024w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2023\/04\/CRM-system-300x200.png 300w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2023\/04\/CRM-system-768x512.png 768w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2023\/04\/CRM-system-18x12.png 18w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2023\/04\/CRM-system-800x533.png 800w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2023\/04\/CRM-system-400x267.png 400w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2023\/04\/CRM-system-500x333.png 500w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2023\/04\/CRM-system-590x393.png 590w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2023\/04\/CRM-system.png 1041w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><div class=\"wp-block-media-text__content\">\n<h4 class=\"wp-block-heading\"><a href=\"https:\/\/www.mzone.cz\/jak-pro-vas-byznys-vybrat-ten-nejlepsi-crm-nastroj\/\">Jak pro v\u00e1\u0161 byznys vybrat ten nejlep\u0161\u00ed CRM n\u00e1stroj?<\/a><\/h4><br>\n<\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>P\u0159edstavte si, \u017ee vyhod\u00edte z okna sto pades\u00e1t tis\u00edc. P\u0159esn\u011b tolik pr\u016fm\u011brn\u011b stoj\u00ed ne\u00fasp\u011b\u0161n\u00e1 implementace CRM syst\u00e9mu v mal\u00e9 firm\u011b. A podle Harvard Business Review selh\u00e1v\u00e1 a\u017e 67 % CRM projekt\u016f. V\u011bt\u0161inou ne proto, \u017ee by byl \u0161patn\u00fd samotn\u00fd syst\u00e9m, ale proto, \u017ee ho firmy implementuj\u00ed jako technologii &#8211; ne jako strategii. Psychologie zm\u011bny Typick\u00fd [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":44756,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"kk_blocks_editor_width":"","_kiokenblocks_attr":"","_kiokenblocks_dimensions":"","footnotes":""},"categories":[65],"tags":[2159,5336,2632,3171,5828,3881,5813,434,19],"class_list":["post-44754","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technika","tag-byznys","tag-crm","tag-duvody","tag-firmy","tag-implementace","tag-podnikani","tag-system","tag-technika","tag-technologie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pro\u010d v\u011bt\u0161ina implementac\u00ed CRM sel\u017ee? A co proti tomu d\u011blat? - Mzone<\/title>\n<meta name=\"description\" content=\"P\u0159edstavte si, \u017ee vyhod\u00edte z okna sto pades\u00e1t tis\u00edc. P\u0159esn\u011b tolik pr\u016fm\u011brn\u011b stoj\u00ed ne\u00fasp\u011b\u0161n\u00e1 implementace CRM syst\u00e9mu v mal\u00e9 firm\u011b. A podle Harvard Business Review selh\u00e1v\u00e1 a\u017e 67 % CRM projekt\u016f. V\u011bt\u0161inou ne proto, \u017ee by byl \u0161patn\u00fd samotn\u00fd syst\u00e9m, ale proto, \u017ee ho firmy implementuj\u00ed jako technologii - ne jako strategii.\" \/>\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.mzone.cz\/en\/crm-proc-vetsina-implementaci-selze-a-co-proti-tomu-delat\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pro\u010d v\u011bt\u0161ina implementac\u00ed CRM sel\u017ee? A co proti tomu d\u011blat? - Mzone\" \/>\n<meta property=\"og:description\" content=\"P\u0159edstavte si, \u017ee vyhod\u00edte z okna sto pades\u00e1t tis\u00edc. P\u0159esn\u011b tolik pr\u016fm\u011brn\u011b stoj\u00ed ne\u00fasp\u011b\u0161n\u00e1 implementace CRM syst\u00e9mu v mal\u00e9 firm\u011b. A podle Harvard Business Review selh\u00e1v\u00e1 a\u017e 67 % CRM projekt\u016f. V\u011bt\u0161inou ne proto, \u017ee by byl \u0161patn\u00fd samotn\u00fd syst\u00e9m, ale proto, \u017ee ho firmy implementuj\u00ed jako technologii - ne jako strategii.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mzone.cz\/en\/crm-proc-vetsina-implementaci-selze-a-co-proti-tomu-delat\/\" \/>\n<meta property=\"og:site_name\" content=\"Mzone\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/MzoneCZ\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-01-27T17:57:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-27T17:57:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/01\/mzone-cz-eway-uvodni.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1067\" \/>\n\t<meta property=\"og:image:height\" content=\"711\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mzone\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mzone\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.mzone.cz\\\/crm-proc-vetsina-implementaci-selze-a-co-proti-tomu-delat\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mzone.cz\\\/crm-proc-vetsina-implementaci-selze-a-co-proti-tomu-delat\\\/\"},\"author\":{\"name\":\"Mzone\",\"@id\":\"https:\\\/\\\/www.mzone.cz\\\/#\\\/schema\\\/person\\\/9bc20cc422a99cac4af6ff9297da32d4\"},\"headline\":\"Pro\u010d v\u011bt\u0161ina implementac\u00ed CRM sel\u017ee? 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