{"id":16619,"date":"2023-12-01T11:10:00","date_gmt":"2023-12-01T10:10:00","guid":{"rendered":"https:\/\/sw.fst.com\/magazine\/2025\/07\/vyvoj-spravne-veci\/"},"modified":"2025-07-30T16:12:23","modified_gmt":"2025-07-30T14:12:23","slug":"vyvoj-spravne-veci","status":"publish","type":"post","link":"https:\/\/sw.fst.com\/magazine\/cs\/2023\/12\/vyvoj-spravne-veci\/","title":{"rendered":"V\u00fdvoj spr\u00e1vn\u00e9 v\u011bci"},"content":{"rendered":"\n

P\u0159ed zah\u00e1jen\u00edm vlastn\u00edho v\u00fdvojov\u00e9ho procesu vyu\u017e\u00edv\u00e1 spole\u010dnost Freudenberg Sealing Technologies (FST) metodiku Customer Centricity, aby vytvo\u0159ila n\u00e1pady a p\u0159edem otestovala jejich vyhl\u00eddky na \u00fasp\u011bch na trhu. M\u011b\u0159\u00edtkem jsou zde p\u0159\u00e1n\u00ed a o\u010dek\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. Pouze ty v\u00fdvojov\u00e9 n\u00e1pady, kter\u00e9 z\u00e1kazn\u00edci skute\u010dn\u011b cht\u011bj\u00ed, pot\u0159ebuj\u00ed a v\u00fdslovn\u011b si p\u0159ej\u00ed, jsou odfiltrov\u00e1ny a d\u00e1le realizov\u00e1ny. Druh\u00e9 kl\u00ed\u010dov\u00e9 krit\u00e9rium pro vstup do klasick\u00e9ho v\u00fdvojov\u00e9ho procesu: FST mus\u00ed b\u00fdt schopna tyto n\u00e1pady ziskov\u011b realizovat v obchodn\u00edm modelu. <\/p>\n\n

K \u010demu jsou inovativn\u00ed produkty a slu\u017eby, kdy\u017e o n\u011b \u017e\u00e1dn\u00fd z\u00e1kazn\u00edk nestoj\u00ed nebo za n\u011b nechce platit? Zejm\u00e9na na m\u011bn\u00edc\u00edch se trz\u00edch s nov\u00fdmi z\u00e1kazn\u00edky, nov\u00fdmi kontakty a nov\u00fdmi aplikacemi hroz\u00ed riziko pl\u00fdtv\u00e1n\u00ed v\u00fdvojov\u00fdmi zdroji a ne\u00fasp\u011bchu s inovacemi. <\/p>\n\n

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„Find the right it before you work it right“ – voln\u011b p\u0159elo\u017eeno: nejprve vyfiltrujte spr\u00e1vn\u00fd n\u00e1pad, nastavte spr\u00e1vn\u00fd sm\u011br, aby nov\u00fd v\u00fdvoj neskon\u010dil na vedlej\u0161\u00ed koleji. Reinfried Wobbe, \u0159editel pro rozvoj digit\u00e1ln\u00edho podnik\u00e1n\u00ed\/pr\u016fmyslu 4.0 v divizi komercializace inovac\u00ed spole\u010dnosti Technology & Innovation (T&I), pou\u017eil tento odv\u00e1\u017en\u00fd titulek v titulku sv\u00e9 prezentace o z\u00e1kaznick\u00e9 orientaci na z\u00e1\u0159ijov\u00e9m veletrhu inovac\u00ed FST. <\/p>\n<\/div><\/div>\n\n

V\u0161ude tam, kde spole\u010dnost FST pronik\u00e1 na novou p\u016fdu, kde mus\u00ed vyv\u00edjet nov\u00e1 \u0159e\u0161en\u00ed a nem\u016f\u017ee vych\u00e1zet z des\u00edtek let zku\u0161enost\u00ed, m\u00e1 smysl aplikovat metodiku Customer Centricity je\u0161t\u011b p\u0159ed samotn\u00fdm procesem v\u00fdvoje – a\u0165 u\u017e se jedn\u00e1 o elektromobilitu, vod\u00edkov\u00e9 hospod\u00e1\u0159stv\u00ed nebo odsolov\u00e1n\u00ed vody. „N\u00e1\u0161 p\u0159\u00edstup zam\u011b\u0159en\u00fd na z\u00e1kazn\u00edka je navr\u017een tak, aby p\u0159esn\u011b pochopil z\u00e1kazn\u00edka a cel\u00fd jeho hodnotov\u00fd \u0159et\u011bzec. Nep\u0159ich\u00e1z\u00edme za z\u00e1kazn\u00edkem s hotov\u00fdm \u0159e\u0161en\u00edm, kter\u00e9 mu chceme prodat; v t\u00e9to f\u00e1zi s n\u00edm nemluv\u00edme o produktech nebo konkr\u00e9tn\u00edch nab\u00eddk\u00e1ch. Orientace na z\u00e1kazn\u00edka znamen\u00e1, \u017ee n\u00e1s zaj\u00edmaj\u00ed pouze probl\u00e9my, kter\u00fdm z\u00e1kazn\u00edk \u010del\u00ed. Jak\u00e9 \u00fakoly a \u010dinnosti mus\u00ed splnit? Jak\u00fdm probl\u00e9m\u016fm a rizik\u016fm \u010del\u00ed? Jak\u00e1 o\u010dek\u00e1v\u00e1n\u00ed od n\u00e1s maj\u00ed, co by jim pomohlo? Teprve kdy\u017e toto v\u0161echno pochop\u00edme, zva\u017eujeme, jak\u00fdmi produkty a slu\u017ebami je m\u016f\u017eeme podpo\u0159it,“ vysv\u011btluje z\u00e1kladn\u00ed princip Wobbe. <\/p>\n\n

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Reinfried Wobbe p\u0159edvedl host\u016fm veletrhu inovac\u00ed, jak funguje metodika Customer Centricity.<\/figcaption><\/figure>\n\n

Profil z\u00e1kazn\u00edka – Hodnotov\u00e1 nab\u00eddka – Obchodn\u00ed model<\/h2>\n\n

Metodika se \u0159\u00edd\u00ed jasn\u011b strukturovan\u00fdm postupem. V hrub\u00fdch rysech za\u010d\u00edn\u00e1 anal\u00fdzou trhu a podnikatelsk\u00e9ho prost\u0159ed\u00ed. Pot\u00e9 n\u00e1sleduje pr\u016fzkum mezi z\u00e1kazn\u00edky – s co nejv\u011bt\u0161\u00edm po\u010dtem zam\u011bstnanc\u016f z r\u016fzn\u00fdch funkc\u00ed, nejl\u00e9pe osobn\u011b, jinak pomoc\u00ed dotazn\u00edk\u016f. V\u00fdsledky t\u011bchto pr\u016fzkum\u016f se systematicky analyzuj\u00ed a v\u00fdsledkem je profil z\u00e1kazn\u00edka. Hodnotov\u00e9 propozice pak popisuj\u00ed hodnotu a v\u00fdhody, kter\u00e9 by z\u00e1kazn\u00edkovi mohly nab\u00eddnout podnikatelsk\u00e9 n\u00e1pady na m\u00edru od FST. Projektov\u00fd t\u00fdm pak tyto hodnotov\u00e9 propozice p\u0159ev\u00e1d\u00ed do konkr\u00e9tn\u00edch obchodn\u00edch model\u016f, kter\u00e9 ukazuj\u00ed ekonomick\u00fd potenci\u00e1l FST. <\/p>\n\n

Pokud se tyto obchodn\u00ed modely v hypot\u00e9ze jev\u00ed jako smyslupln\u00e9, jsou podrobeny zkou\u0161ce, kter\u00e1 se naz\u00fdv\u00e1 testov\u00e1n\u00ed. V tomto p\u0159\u00edpad\u011b nemluv\u00edme o testech v\u00fdrobk\u016f nebo materi\u00e1l\u016f na zku\u0161ebn\u00ed stolici. Ne, jde o zji\u0161t\u011bn\u00ed skute\u010dn\u00e9ho z\u00e1jmu z\u00e1kazn\u00edka o potenci\u00e1ln\u00ed nov\u00fd v\u00fdvoj. <\/p>\n\n

Kolik p\u0159\u00edjemc\u016f nap\u0159\u00edklad klikne na informace o produktu nab\u00edzen\u00e9 prost\u0159ednictv\u00edm s\u00edt\u011b LinkedIn na vstupn\u00ed str\u00e1nce nov\u00e9ho projektu, o kter\u00e9m uva\u017euj\u00ed? Kolik z nich si st\u00e1hne b\u00edlou knihu, kter\u00e1 se t\u00e9matu v\u011bnuje podrobn\u011bji, a uvede sv\u00e9 osobn\u00ed \u00fadaje? V tomto p\u0159\u00edkladu vysok\u00fd po\u010det kliknut\u00ed nazna\u010duje vysokou \u00farove\u0148 z\u00e1jmu. Takov\u00e9 testov\u00e1n\u00ed nakonec rozhodne, zda se m\u00e1 FST n\u00e1padem d\u00e1le zab\u00fdvat a vstoupit do klasick\u00e9ho v\u00fdvojov\u00e9ho procesu se sv\u00fdmi osv\u011bd\u010den\u00fdmi metodami – nebo zda je lep\u0161\u00ed n\u00e1pad odlo\u017eit. <\/p>\n\n

„V uplynul\u00fdch t\u0159ech letech jsme ji\u017e pracovali na velk\u00e9m mno\u017estv\u00ed mo\u017en\u00fdch t\u00e9mat rozvoje pomoc\u00ed Customer Centricity a d\u00e1le rozv\u00edjeli samotnou metodiku,“ uv\u00e1d\u00ed Wobbe. Customer Centricity je vhodn\u00e1 nap\u0159\u00edklad i pro kontrolu, zda prob\u00edhaj\u00edc\u00ed v\u00fdvojov\u00e9 projekty maj\u00ed st\u00e1le pot\u0159ebnou relevanci pro z\u00e1kazn\u00edky s ohledem na m\u011bn\u00edc\u00ed se trendy a r\u00e1mcov\u00e9 podm\u00ednky, tj. zda nen\u00ed t\u0159eba upravit obchodn\u00ed modely. <\/p>\n\n

Akademie FST nab\u00edz\u00ed na sv\u00e9 vzd\u011bl\u00e1vac\u00ed platform\u011b (LMS) odpov\u00eddaj\u00edc\u00ed metodick\u00e9 kurzy a semin\u00e1\u0159e. Je t\u0159eba se nap\u0159\u00edklad nau\u010dit spr\u00e1vn\u00e9 ot\u00e1zky, kter\u00e9 je t\u0159eba z\u00e1kazn\u00edkovi polo\u017eit – aby nakonec FST vyvinula pro sv\u00e9 z\u00e1kazn\u00edky spr\u00e1vn\u00e9 \u0159e\u0161en\u00ed. Pro dal\u0161\u00ed informace se obra\u0165te na Reinfrieda Wobbeho. <\/p>\n

\r\n
\r\n \r\n <\/i>\r\n <\/a>\r\n <\/span>\r\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"

P\u0159ed zah\u00e1jen\u00edm vlastn\u00edho v\u00fdvojov\u00e9ho procesu vyu\u017e\u00edv\u00e1 spole\u010dnost Freudenberg Sealing Technologies (FST) metodiku Customer Centricity, aby vytvo\u0159ila n\u00e1pady a p\u0159edem otestovala jejich vyhl\u00eddky na \u00fasp\u011bch na trhu. M\u011b\u0159\u00edtkem jsou zde p\u0159\u00e1n\u00ed…<\/p>\n","protected":false},"author":3,"featured_media":16623,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[731,1296],"tags":[1472],"powerkit_post_featured":[],"class_list":["post-16619","post","type-post","status-publish","format-standard","has-post-thumbnail","category-weinheim-cs","category-zakaznicke-vrstvy","tag-cislo-01_2024-d"],"_links":{"self":[{"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/posts\/16619","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/comments?post=16619"}],"version-history":[{"count":1,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/posts\/16619\/revisions"}],"predecessor-version":[{"id":16625,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/posts\/16619\/revisions\/16625"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/media\/16623"}],"wp:attachment":[{"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/media?parent=16619"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/categories?post=16619"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/tags?post=16619"},{"taxonomy":"powerkit_post_featured","embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/powerkit_post_featured?post=16619"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}