{"id":9484,"date":"2024-07-31T08:53:18","date_gmt":"2024-07-31T06:53:18","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=9484"},"modified":"2024-05-31T16:00:53","modified_gmt":"2024-05-31T14:00:53","slug":"mystery-shopping","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/mystery-shopping\/","title":{"rendered":"Vyplat\u00ed se firm\u00e1m mystery shopping? Nebo je to ji\u017e p\u0159ekonan\u00e1 praktika?"},"content":{"rendered":"<p><strong>Mystery shopping je metoda, kter\u00e1 umo\u017e\u0148uje firm\u00e1m testovat kvalitu sv\u00fdch slu\u017eeb. P\u0159i t\u00e9to metod\u011b se na pr\u016fzkum pos\u00edl\u00e1 tzv. mystery shopper, kter\u00fd projde cel\u00fdm procesem n\u00e1kupu nebo komunikace, jako by byl opravdov\u00fdm z\u00e1kazn\u00edkem. V\u00fdsledkem jeho n\u00e1v\u0161t\u011bvy nen\u00ed n\u00e1kup, ale podrobn\u00fd z\u00e1znam, kter\u00fd monitoruje kvalitu z\u00e1kaznick\u00fdch slu\u017eeb.<\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Obsah<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a07a4143f96b\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #666666;color:#666666\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #666666;color:#666666\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a07a4143f96b\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/orangeacademy.cz\/clanky\/mystery-shopping\/#Co_mystery_shopping_zkouma\" >Co mystery shopping zkoum\u00e1?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/orangeacademy.cz\/clanky\/mystery-shopping\/#Hodnoceni_mystery_shoppingu\" >Hodnocen\u00ed mystery shoppingu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/orangeacademy.cz\/clanky\/mystery-shopping\/#Vyplati_se_firmam_mystery_shopping\" >Vyplat\u00ed se firm\u00e1m mystery shopping?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/orangeacademy.cz\/clanky\/mystery-shopping\/#Vysledky_z_mystery_shoppingu\" >V\u00fdsledky z mystery shoppingu<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Co_mystery_shopping_zkouma\"><\/span><span style=\"font-weight: 400;\">Co mystery shopping zkoum\u00e1?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">C\u00edlem mystery shoppingu je objevit slab\u00e1 m\u00edsta v z\u00e1kaznick\u00fdch slu\u017eb\u00e1ch a n\u00e1sledn\u011b navrhnut\u00ed jej\u00ed n\u00e1pravy. Nej\u010dast\u011bj\u0161\u00edm<strong> m\u00edstem pro mystery shopping jsou kamenn\u00e9 prodejny<\/strong>, ale tato metoda m\u016f\u017ee b\u00fdt aplikov\u00e1na i na e-shopy, restaurace, hotely, banky a dal\u0161\u00ed podniky.\u00a0<\/span><span style=\"font-weight: 400;\">B\u011bhem tohoto procesu se zkoum\u00e1:<\/span><\/p>\n<h4>Chov\u00e1n\u00ed zam\u011bstnanc\u016f<\/h4>\n<ul>\n<li><span style=\"font-weight: 400;\">Zda jsou dostate\u010dn\u011b proaktivn\u00ed,<\/span><\/li>\n<li><span style=\"font-weight: 400;\">znaj\u00ed zbo\u017e\u00ed,<\/span><\/li>\n<li><span style=\"font-weight: 400;\">pou\u017e\u00edvaj\u00ed spr\u00e1vn\u00e9 prodejn\u00ed argumenty,<\/span><\/li>\n<li><span style=\"font-weight: 400;\">spr\u00e1vn\u011b nab\u00edz\u00ed dopl\u0148kov\u00e9 zbo\u017e\u00ed a slu\u017eby.<\/span><\/li>\n<\/ul>\n<h4>Fyzick\u00fd prostor<\/h4>\n<ul>\n<li><span style=\"font-weight: 400;\">V kamenn\u00fdch prodejn\u00e1ch se zkoum\u00e1 vzhled, \u010distota a dodr\u017eov\u00e1n\u00ed pravidel.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Na e-shopech se hodnot\u00ed p\u0159ehlednost, jednoduchost a u\u017eivatelsk\u00e1 p\u0159\u00edv\u011btivost.<\/span><\/li>\n<\/ul>\n<h4>Z\u00e1kaznick\u00fd servis<\/h4>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Hodnot\u00ed se kvalita odpov\u011bd\u00ed p\u0159i telefonn\u00ed nebo e-mailov\u00e9 komunikaci.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sleduje se rychlost odpov\u011bd\u00ed.<\/span><\/li>\n<\/ul>\n<div id=\"attachment_9488\" style=\"width: 940px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-9488\" class=\"wp-image-9488 size-large\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2024\/05\/mystery-shopping-1-930x620.jpeg\" alt=\"mystery shopping\" width=\"930\" height=\"620\" \/><p id=\"caption-attachment-9488\" class=\"wp-caption-text\">Mystery shopping je zp\u016fsob, jak zkoumat a hodnotit z\u00e1kaznickou zku\u0161enost.<\/p><\/div>\n<h3><span style=\"font-weight: 400;\">Pl\u00e1nov\u00e1n\u00ed a v\u00fdb\u011br mystery shopper\u016f<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Firma nebo agentura, kter\u00e1 prov\u00e1d\u00ed <\/span>mystery shopping<span style=\"font-weight: 400;\">, vybere vhodn\u00e9 osoby, kter\u00e9 budou prov\u00e1d\u011bt testov\u00e1n\u00ed. Mystery shoppe\u0159i jsou nej\u010dast\u011bji oby\u010dejn\u00ed lid\u00e9 z ve\u0159ejnosti, kte\u0159\u00ed jsou<strong> anonymn\u00ed <\/strong>a zam\u011bstnanci obchodu je neznaj\u00ed. <\/span><span style=\"font-weight: 400;\">Ka\u017ed\u00fd mystery shopper dostane specifick\u00e9 \u00fakoly, kter\u00e9 m\u00e1 splnit. To m\u016f\u017ee zahrnovat n\u00e1kup konkr\u00e9tn\u00edho produktu, <a href=\"https:\/\/orangeacademy.cz\/clanky\/lidsky-kapital\/\" target=\"_blank\" rel=\"noopener\">dotazy na zam\u011bstnance<\/a> nebo hodnocen\u00ed \u010distoty prodejny. <\/span><span style=\"font-weight: 400;\">Mystery shopper nav\u0161t\u00edv\u00ed obchod nebo e-shop a sleduje v\u0161echny relevantn\u00ed aspekty z\u00e1kaznick\u00e9ho z\u00e1\u017eitku. Pozornost v\u011bnuje chov\u00e1n\u00ed zam\u011bstnanc\u016f, kvalit\u011b slu\u017eeb, \u010distot\u011b prostoru a dal\u0161\u00edm faktor\u016fm.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Hodnoceni_mystery_shoppingu\"><\/span><span style=\"font-weight: 400;\">Hodnocen\u00ed mystery shoppingu<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Po n\u00e1v\u0161t\u011bv\u011b obchodu sep\u00ed\u0161e mystery shopper podrobn\u00fd z\u00e1znam o sv\u00e9 zku\u0161enosti. Hodnot\u00ed se r\u016fzn\u00e9 aspekty, nap\u0159. p\u0159\u00edstup zam\u011bstnanc\u016f, rychlost obsluhy, kvalita informac\u00ed, \u010distota, atd. Z\u00e1znamy od v\u0161ech mystery shopper\u016f se vyhodnot\u00ed a\u00a0 firma nebo obchodn\u00edk z\u00edsk\u00e1 ucelen\u00fd pohled na kvalitu sv\u00fdch slu\u017eeb a z\u00e1kaznick\u00e9ho z\u00e1\u017eitku.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Jak \u010dasto se mystery shopping prov\u00e1d\u00ed?<\/span><\/h3>\n<p><b>Mystery shopping<\/b><span style=\"font-weight: 400;\"> se prov\u00e1d\u00ed pravideln\u011b a v r\u016fzn\u00fdch intervalech, aby bylo mo\u017en\u00e9 sledovat zm\u011bny v kvalit\u011b slu\u017eeb a z\u00e1kaznick\u00e9m z\u00e1\u017eitku.\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><b>Pravideln\u011b: <\/b><span style=\"font-weight: 400;\">Firma ho m\u016f\u017ee prov\u00e1d\u011bt <\/span><span style=\"font-weight: 400;\">pravideln\u011b, nap\u0159\u00edklad ka\u017ed\u00fd m\u011bs\u00edc nebo \u010dtvrtletn\u011b. To umo\u017e\u0148uje sledovat dlouhodob\u00e9 trendy a identifikovat potenci\u00e1ln\u00ed probl\u00e9my.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Po zm\u011bn\u00e1ch: <\/b><span style=\"font-weight: 400;\">Po zm\u011bn\u00e1ch v person\u00e1lu, procesech nebo strategii je vhodn\u00e9 prov\u00e9st <\/span>mystery shopping<span style=\"font-weight: 400;\">, aby se ov\u011b\u0159ilo, zda tyto zm\u011bny pozitivn\u011b ovlivnily z\u00e1kaznick\u00fd z\u00e1\u017eitek.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>P\u0159ed d\u016fle\u017eit\u00fdmi ud\u00e1lostmi: <\/b><span style=\"font-weight: 400;\">P\u0159ed d\u016fle\u017eit\u00fdmi ud\u00e1lostmi, jako jsou slevov\u00e9 akce, nov\u00e9 produkty nebo speci\u00e1ln\u00ed kampan\u011b.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Na z\u00e1klad\u011b st\u00ed\u017enost\u00ed: <\/b>Pokud firma dost\u00e1v\u00e1 st\u00ed\u017enosti od z\u00e1kazn\u00edk\u016f, je vhodn\u00e9 prov\u00e9st mystery shopping, aby se zjistilo, zda jsou probl\u00e9my re\u00e1ln\u00e9 a jak je mo\u017en\u00e9 je \u0159e\u0161it.<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"Vyplati_se_firmam_mystery_shopping\"><\/span><span style=\"font-weight: 400;\">Vyplat\u00ed se firm\u00e1m mystery shopping?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">St\u00e1le se jedn\u00e1 o u\u017eite\u010dnou metodou pro firmy, kter\u00e9 cht\u011bj\u00ed<strong> sledovat a zlep\u0161ovat kvalitu sv\u00fdch slu\u017eeb<\/strong> a z\u00e1kaznick\u00e9ho z\u00e1\u017eitku. I kdy\u017e existuj\u00ed i jin\u00e9 metody v\u00fdzkumu z\u00e1kazn\u00edk\u016f, <\/span><b>mystery shopping<\/b><span style=\"font-weight: 400;\"> m\u00e1 sv\u00e9 v\u00fdhody:<\/span><\/p>\n<ul>\n<li><b>Objektivita: <\/b><span style=\"font-weight: 400;\">Mystery shopper je vn\u00edm\u00e1n jako <a href=\"https:\/\/orangeacademy.cz\/clanky\/gamifikace\/\" target=\"_blank\" rel=\"noopener\">b\u011b\u017en\u00fd z\u00e1kazn\u00edk<\/a>, co\u017e umo\u017e\u0148uje objektivn\u00ed hodnocen\u00ed. <\/span><span style=\"font-weight: 400;\">Zam\u011bstnanci nev\u011bd\u00ed, \u017ee jsou testov\u00e1ni, a jednaj\u00ed p\u0159irozen\u011b.<\/span><\/li>\n<li><b>Detailn\u00ed pohled: <\/b>P<span style=\"font-weight: 400;\">oskytuje detailn\u00ed pohled na r\u016fzn\u00e9 aspekty z\u00e1kaznick\u00e9ho z\u00e1\u017eitku. <\/span><span style=\"font-weight: 400;\">Z\u00e1znamy od <\/span>mystery shopper\u016f mohou odhalit probl\u00e9my, kter\u00e9 by jinak z\u016fstaly nepov\u0161imnuty.<\/li>\n<li><b>Zlep\u0161en\u00ed kvality: <\/b><span style=\"font-weight: 400;\">Na z\u00e1klad\u011b v\u00fdsledk\u016f <\/span>mystery shoppingu<span style=\"font-weight: 400;\"> mohou firmy identifikovat slab\u00e1 m\u00edsta a zav\u00e9st n\u00e1pravn\u00e1 opat\u0159en\u00ed.<\/span><\/li>\n<li><b>Srovn\u00e1n\u00ed s konkurenc\u00ed: <\/b>Mystery shopping<span style=\"font-weight: 400;\"> umo\u017e\u0148uje srovn\u00e1n\u00ed s konkuren\u010dn\u00edmi firmami. <\/span><span style=\"font-weight: 400;\">Firmy mohou zjistit, jak si stoj\u00ed ve srovn\u00e1n\u00ed s jin\u00fdmi hr\u00e1\u010di na trhu.<\/span><\/li>\n<\/ul>\n<span class='mb-center maxbutton-4-center'><span class='maxbutton-4-container mb-container'><a class=\"maxbutton-4 maxbutton maxbutton-rekvalifikacni-kurzy-2\" target=\"_blank\" title=\"Rekvalifika\u010dn\u00ed kurzy\" rel=\"noopener\" href=\"https:\/\/orangeacademy.cz\/rekvalifikacni-kurzy\"><span class='mb-text'>Studujte rekvalifika\u010dn\u00ed kurzy<\/span><\/a><\/span><\/span>\n<h2><span class=\"ez-toc-section\" id=\"Vysledky_z_mystery_shoppingu\"><\/span><span style=\"font-weight: 400;\">V\u00fdsledky z mystery shoppingu<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Jakmile m\u00e1te v rukou z\u00e1znamy od <\/span><b>mystery shopper\u016f<\/b><span style=\"font-weight: 400;\">, m\u016f\u017eete prov\u00e9st n\u00e1sleduj\u00edc\u00ed kroky:<\/span><\/p>\n<ul>\n<li><b>Anal\u00fdza v\u00fdsledk\u016f: <\/b><span style=\"font-weight: 400;\">Pe\u010dliv\u011b prostudujte z\u00e1znamy od v\u0161ech <\/span>mystery shopper\u016f. <span style=\"font-weight: 400;\">Identifikujte siln\u00e9 str\u00e1nky a slab\u00e1 m\u00edsta ve va\u0161ich slu\u017eb\u00e1ch.<\/span><\/li>\n<li><b>Zpracov\u00e1n\u00ed zji\u0161t\u011bn\u00ed: <\/b><span style=\"font-weight: 400;\">Vytvo\u0159te souhrnnou zpr\u00e1vu, kter\u00e1 shrne kl\u00ed\u010dov\u00e9 poznatky. <\/span><span style=\"font-weight: 400;\">Rozd\u011blte zji\u0161t\u011bn\u00ed podle kategori\u00ed, jako jsou chov\u00e1n\u00ed zam\u011bstnanc\u016f, fyzick\u00fd prostor, z\u00e1kaznick\u00fd servis atd.<\/span><\/li>\n<li><b>N\u00e1pravn\u00e1 opat\u0159en\u00ed: <\/b><span style=\"font-weight: 400;\">Na z\u00e1klad\u011b souhrnn\u00e9 zpr\u00e1vy <\/span><span style=\"font-weight: 400;\">navrhn\u011bte konkr\u00e9tn\u00ed n\u00e1pravn\u00e1 opat\u0159en\u00ed. <\/span><span style=\"font-weight: 400;\">M\u016f\u017ee j\u00edt o \u0161kolen\u00ed zam\u011bstnanc\u016f, \u00fapravy proces\u016f, zm\u011bny v designu prodejny nebo zlep\u0161en\u00ed komunikace s klienty.<\/span><\/li>\n<li><b>Komunikace s t\u00fdmem: <\/b><span style=\"font-weight: 400;\">Sd\u00edlejte v\u00fdsledky s t\u00fdmem. Zam\u011bstnanci by m\u011bli b\u00fdt informov\u00e1ni o zji\u0161t\u011bn\u00edch a zapojeni do n\u00e1pravn\u00fdch opat\u0159en\u00ed.<\/span><\/li>\n<\/ul>\n<p>Mystery shopping<span style=\"font-weight: 400;\"> je zp\u016fsob, jak zkoumat a hodnotit z\u00e1kaznickou zku\u0161enost. I kdy\u017e existuj\u00ed i jin\u00e9 metody, jako jsou<strong> online dotazn\u00edky, pr\u016fzkumy a anal\u00fdza dat, <\/strong><\/span>mystery shopping<span style=\"font-weight: 400;\"> m\u00e1 st\u00e1le sv\u00e9 m\u00edsto jako u\u017eite\u010dn\u00fd n\u00e1stroj pro hodnocen\u00ed z\u00e1kaznick\u00e9ho z\u00e1\u017eitku. Je v\u0161ak d\u016fle\u017eit\u00e9, aby byl prov\u00e1d\u011bn pravideln\u011b a systematicky, aby bylo mo\u017en\u00e9 sledovat dlouhodob\u00e9 trendy a reagovat na pot\u0159eby z\u00e1kazn\u00edk\u016f.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mystery shopping je metoda, kter\u00e1 umo\u017e\u0148uje firm\u00e1m testovat kvalitu sv\u00fdch slu\u017eeb. P\u0159i t\u00e9to metod\u011b se na pr\u016fzkum pos\u00edl\u00e1 tzv. mystery shopper, kter\u00fd projde cel\u00fdm procesem n\u00e1kupu nebo komunikace, jako by byl opravdov\u00fdm z\u00e1kazn\u00edkem. V\u00fdsledkem jeho n\u00e1v\u0161t\u011bvy nen\u00ed n\u00e1kup, ale podrobn\u00fd z\u00e1znam, kter\u00fd monitoruje kvalitu z\u00e1kaznick\u00fdch slu\u017eeb. Co mystery shopping zkoum\u00e1? C\u00edlem mystery shoppingu je objevit [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":9489,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[9],"tags":[166,45,310,54,46,147],"class_list":["post-9484","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vzdelavani","tag-finance","tag-motivace","tag-penize","tag-podnikani","tag-prace","tag-tipy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Vyplat\u00ed se firm\u00e1m mystery shopping? Nebo je to ji\u017e p\u0159ekonan\u00e1 praktika?<\/title>\n<meta name=\"description\" content=\"Mystery shopping je metoda, kter\u00e1 umo\u017e\u0148uje firm\u00e1m testovat kvalitu sv\u00fdch slu\u017eeb. P\u0159i t\u00e9to metod\u011b se na pr\u016fzkum pos\u00edl\u00e1 tzv. mystery shopper.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/orangeacademy.cz\/clanky\/mystery-shopping\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vyplat\u00ed se firm\u00e1m mystery shopping? Nebo je to ji\u017e p\u0159ekonan\u00e1 praktika?\" \/>\n<meta property=\"og:description\" content=\"Mystery shopping je metoda, kter\u00e1 umo\u017e\u0148uje firm\u00e1m testovat kvalitu sv\u00fdch slu\u017eeb. 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