{"id":20618,"date":"2022-09-07T10:15:00","date_gmt":"2022-09-07T08:15:00","guid":{"rendered":"https:\/\/sw.fst.com\/magazine\/2025\/07\/digitalni-pruvodce-doprovod-a-inspirace-pro-zakazniky\/"},"modified":"2025-07-30T17:52:55","modified_gmt":"2025-07-30T15:52:55","slug":"digitalni-pruvodce-doprovod-a-inspirace-pro-zakazniky","status":"publish","type":"post","link":"https:\/\/sw.fst.com\/magazine\/cs\/2022\/09\/digitalni-pruvodce-doprovod-a-inspirace-pro-zakazniky\/","title":{"rendered":"Digit\u00e1ln\u00ed pr\u016fvodce, doprovod a inspirace pro z\u00e1kazn\u00edky"},"content":{"rendered":"\n

Digit\u00e1ln\u00ed prodej a marketing se zam\u011b\u0159uje na z\u00e1kazn\u00edky. C\u00edlem je z\u00edskat nov\u00e9 z\u00e1kazn\u00edky pro spole\u010dnost Freudenberg Sealing Technologies (FST) pomoc\u00ed digit\u00e1ln\u00edch nab\u00eddek. Nov\u00ed i st\u00e1vaj\u00edc\u00ed z\u00e1kazn\u00edci by tak\u00e9 m\u011bli dostat nejlep\u0161\u00ed mo\u017en\u00fd servis od prvn\u00edho kliknut\u00ed a\u017e po dod\u00e1n\u00ed – a nejen to. <\/p>\n\n

N\u00e1kupn\u00ed chov\u00e1n\u00ed se z\u00e1sadn\u011b zm\u011bnilo a st\u00e1le se m\u011bn\u00ed. „Online“ u\u017e nen\u00ed jen trend, ale \u017eit\u00e1 realita; v soukrom\u00e9 sf\u00e9\u0159e, ale tak\u00e9 v obchodn\u00edm sv\u011bt\u011b v takzvan\u00e9m business-to-business (B2B). „St\u00e1le v\u00edce B2B z\u00e1kazn\u00edk\u016f chce nakupovat produkty digit\u00e1ln\u011b. Ve skute\u010dnosti tak\u00e9 B2B z\u00e1kazn\u00edci d\u016fkladn\u011b zkoumaj\u00ed spole\u010dnost a jej\u00ed nab\u00eddku je\u0161t\u011b p\u0159edt\u00edm, ne\u017e v\u016fbec uva\u017euj\u00ed o kontaktov\u00e1n\u00ed obchodn\u00edho z\u00e1stupce,“ \u0159\u00edk\u00e1 Daniel Blender, vedouc\u00ed odd\u011blen\u00ed digit\u00e1ln\u00edho prodeje a marketingu. <\/p>\n\n

To plat\u00ed i pro pe\u010det\u011bn\u00ed. Za t\u011bchto okolnost\u00ed z\u00edsk\u00e1v\u00e1 n\u00e1rok b\u00fdt tam, kde je z\u00e1kazn\u00edk, dal\u0161\u00ed (online) aspekt. Spole\u010dnost FST se tomu p\u0159izp\u016fsobuje: v oblasti marketingu, z\u00edsk\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f a prodeje. Nap\u0159\u00edklad d\u00edky objedn\u00e1vkov\u00e9 platform\u011b EASY si ji\u017e v\u00edce ne\u017e 12 000 z\u00e1kazn\u00edk\u016f spole\u010dnosti m\u016f\u017ee snadno a pohodln\u011b vybrat a objednat v\u00edce ne\u017e p\u016fl milionu v\u00fdrobk\u016f zna\u010dek Freudenberg a Dichtomatik. V roce 2021 p\u0159ijala spole\u010dnost FST prost\u0159ednictv\u00edm syst\u00e9mu EASY hodn\u011b p\u0159es 400 000 objedn\u00e1vek. A tento trend m\u00e1 rychle stoupaj\u00edc\u00ed tendenci. <\/p>\n\n

Nejnov\u011bj\u0161\u00ed generace syst\u00e9mu EASY je na trhu od poloviny \u010dervence, nejprve v Rakousku a brzy v cel\u00e9m sv\u011bt\u011b FST: s nejnov\u011bj\u0161\u00ed technologi\u00ed, vylep\u0161en\u00fdm nav\u00e1d\u011bn\u00edm u\u017eivatel\u016f, informacemi o cen\u00e1ch a dostupnosti v re\u00e1ln\u00e9m \u010dase, rychleji a bezpe\u010dn\u011bji ne\u017e kdy d\u0159\u00edve, a to i z mobiln\u00edch za\u0159\u00edzen\u00ed. Se sledov\u00e1n\u00edm stavu dod\u00e1vek, vylep\u0161enou funkc\u00ed vyhled\u00e1v\u00e1n\u00ed a otev\u0159enou pro dal\u0161\u00ed konfigur\u00e1tory produkt\u016f. Od srpna je e-katalog poprv\u00e9 p\u0159\u00edmo integrov\u00e1n do platformy EASY. S p\u0159\u00edpadn\u00fdmi dotazy v\u00e1m pom\u016f\u017ee virtu\u00e1ln\u00ed asistentka Carla. <\/p>\n\n

\"\"
Daniel Blender, Christophe Meyer a Jakob Kwiatkowski (zleva) cht\u011bj\u00ed z\u00edskat nov\u00e9 z\u00e1kazn\u00edky pomoc\u00ed digit\u00e1ln\u00edch nab\u00eddek.<\/figcaption><\/figure>\n\n

Z\u00e1kazn\u00edci mohou pohodln\u011b a efektivn\u011b zad\u00e1vat objedn\u00e1vky kliknut\u00edm my\u0161i.<\/h2>\n\n

„V dne\u0161n\u00ed dob\u011b je d\u016fle\u017eit\u00e9 nab\u00eddnout z\u00e1kazn\u00edk\u016fm vysokou \u00farove\u0148 u\u017eivatelsk\u00e9 p\u0159\u00edv\u011btivosti. Z\u00e1kazn\u00edci nejl\u00e9pe v\u011bd\u00ed, co p\u0159esn\u011b cht\u011bj\u00ed. Proto jsme do aktualizace syst\u00e9mu EASY zapracovali zp\u011btnou vazbu z na\u0161ich pravideln\u00fdch z\u00e1kaznick\u00fdch pr\u016fzkum\u016f,“ uv\u00e1d\u00ed Blender. A d\u00e1le: „EASY Business Connector nab\u00edz\u00ed z\u00e1kazn\u00edk\u016fm – zejm\u00e9na t\u011bm, kte\u0159\u00ed objedn\u00e1vaj\u00ed velmi \u010dasto – mo\u017enost propojit sv\u00e9 syst\u00e9my pro spr\u00e1vu zbo\u017e\u00ed p\u0159\u00edmo s platformou FST a spou\u0161t\u011bt sv\u00e9 objedn\u00e1vky pohodln\u011b a efektivn\u011b ve vlastn\u00edm syst\u00e9mu pouh\u00fdm kliknut\u00edm my\u0161i. <\/p>\n\n

V odd\u011blen\u00ed digit\u00e1ln\u00edho prodeje a marketingu je Christophe Meyer a jeho t\u00fdm pro rozvoj digit\u00e1ln\u00edho podnik\u00e1n\u00ed zodpov\u011bdn\u00fd za digit\u00e1ln\u00ed z\u00e1kaznick\u00e1 \u0159e\u0161en\u00ed, jako je EASY. „Chceme pomoc\u00ed digit\u00e1ln\u00edch n\u00e1stroj\u016f optimalizovat u\u017eivatelskou zku\u0161enost v cel\u00e9 z\u00e1kaznick\u00e9 cest\u011b – od prvn\u00edho kliknut\u00ed na na\u0161e webov\u00e9 str\u00e1nky a\u017e po poprodejn\u00ed servis. Abychom z\u00e1kazn\u00edk\u016fm tuto ‚cestu‘ co nejv\u00edce usnadnili a zp\u0159\u00edjemnili, nasazujeme si ‚z\u00e1kaznick\u00e9 br\u00fdle‘,“ vysv\u011btluje Meyer. To zahrnuje p\u0159\u00edm\u00fd dialog se z\u00e1kazn\u00edky a m\u00edstn\u00edmi prodejn\u00edmi t\u00fdmy, kter\u00e9 nejl\u00e9pe znaj\u00ed pot\u0159eby z\u00e1kazn\u00edk\u016f. <\/p>\n\n

Vytv\u00e1\u0159en\u00ed kvalifikovan\u00fdch kontakt\u016f pro prodej<\/h2>\n\n

Druh\u00fd t\u00fdm, „Marketing & Lead Generation“, veden\u00fd Jakobem Kwiatkowskim, se v\u011bnuje p\u0159itahov\u00e1n\u00ed pozornosti z\u00e1jemc\u016f a z\u00e1kazn\u00edk\u016f k FST. C\u00edlem je z\u00edskat co nejv\u00edce kvalifikovan\u00fdch kontakt\u016f – tzv. lead\u016f – a p\u0159edat je obchodu. K dosa\u017een\u00ed tohoto c\u00edle t\u00fdm vyu\u017e\u00edv\u00e1 r\u016fzn\u00e9 marketingov\u00e9 n\u00e1stroje. Po\u010d\u00ednaje z\u00e1kaznicky orientovan\u00fdm designem webov\u00fdch str\u00e1nek www.fst.com, p\u0159es pr\u016fb\u011b\u017enou optimalizaci pro vyhled\u00e1va\u010de a reklamu ve vyhled\u00e1va\u010d\u00edch a\u017e po tradi\u010dn\u00ed veletrhy a virtu\u00e1ln\u00ed akce. Jako hnac\u00ed s\u00edla se ukazuj\u00ed opat\u0159en\u00ed v soci\u00e1ln\u00edch m\u00e9di\u00edch, jako je LinkedIn. O novinky spole\u010dnosti Freudenberg Sealing Technologies se na t\u00e9to platform\u011b zaj\u00edm\u00e1 ji\u017e v\u00edce ne\u017e 75 000 sleduj\u00edc\u00edch. „Na\u0161e marketingov\u00e9 aktivity se p\u0159esouvaj\u00ed tam, kde jsou na\u0161i z\u00e1kazn\u00edci. V uplynul\u00fdch dvan\u00e1cti m\u011bs\u00edc\u00edch se n\u00e1m poda\u0159ilo marketingov\u00fdmi aktivitami na s\u00edti LinkedIn oslovit v\u00edce ne\u017e 5,5 milionu u\u017eivatel\u016f z na\u0161\u00ed c\u00edlov\u00e9 skupiny, a to prost\u0159ednictv\u00edm v\u00edce ne\u017e 100 kampan\u00ed,“ vysv\u011btluje Kwiatkowski. <\/p>\n\n

Virtu\u00e1ln\u00ed a re\u00e1ln\u00fd sv\u011bt se mohou znovu a znovu propojovat, \u010d\u00edm\u017e se st\u00edr\u00e1 hranice mezi analogov\u00fdm a digit\u00e1ln\u00edm sv\u011btem. Pokud si nap\u0159\u00edklad potenci\u00e1ln\u00ed z\u00e1kazn\u00edci b\u011bhem online kampan\u00ed st\u00e1hnou produktov\u00fd list (sales sheet) nebo podrobn\u011bj\u0161\u00ed informa\u010dn\u00ed m\u00e9dium (white paper), dostanou nejen automaticky dal\u0161\u00ed informace nebo upom\u00ednky e-mailem. Dozv\u00ed se o tom tak\u00e9 odpov\u011bdn\u00fd pracovn\u00edk prodeje FST, kter\u00fd m\u016f\u017ee z\u00e1jemce osobn\u011b kontaktovat. V ide\u00e1ln\u00edm p\u0159\u00edpad\u011b doch\u00e1z\u00ed z\u00e1rove\u0148 k automatick\u00e9 v\u00fdm\u011bn\u011b dat se syst\u00e9mem \u0159\u00edzen\u00ed vztah\u016f se z\u00e1kazn\u00edky (CRM). Ne v\u0161e je v\u0161ak zat\u00edm realitou. Ale co je\u0161t\u011b nen\u00ed, brzy bude. <\/p>\n\n

Stru\u010dn\u011b \u0159e\u010deno: \u010cinnosti t\u00fdmu „Marketing & Lead Generation“ jsou v z\u00e1sad\u011b zam\u011b\u0159eny na p\u0159il\u00e1k\u00e1n\u00ed pozornosti potenci\u00e1ln\u00edch nov\u00fdch z\u00e1kazn\u00edk\u016f a klient\u016f k FST, jej\u00edm produkt\u016fm a slu\u017eb\u00e1m: Vzbudit z\u00e1jem, informovat, iniciovat nov\u00e9 obchody. T\u00fdm „Digital Business Development“ se pak star\u00e1 o to, aby z\u00e1kazn\u00edk\u016fm co nejv\u00edce usnadnil obchodov\u00e1n\u00ed s FST prost\u0159ednictv\u00edm digitalizovan\u00fdch nab\u00eddek slu\u017eeb. „N\u00e1\u0161 \u00fakol je trval\u00fd. Vy\u017eaduje st\u00e1le u\u017e\u0161\u00ed a intenzivn\u011bj\u0161\u00ed spolupr\u00e1ci s prodejn\u00edmi kan\u00e1ly, divizemi a IT. Spole\u010dn\u011b definujeme, \u010deho chceme dos\u00e1hnout,“ vysv\u011btluje Blender. Sm\u011br je vyty\u010den: C\u00edl: generov\u00e1n\u00ed obchodu a zvy\u0161ov\u00e1n\u00ed spokojenosti z\u00e1kazn\u00edk\u016f pomoc\u00ed digit\u00e1ln\u00ed podpory. <\/p>\n

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

Digit\u00e1ln\u00ed prodej a marketing se zam\u011b\u0159uje na z\u00e1kazn\u00edky. C\u00edlem je z\u00edskat nov\u00e9 z\u00e1kazn\u00edky pro spole\u010dnost Freudenberg Sealing Technologies (FST) pomoc\u00ed digit\u00e1ln\u00edch nab\u00eddek. Nov\u00ed i st\u00e1vaj\u00edc\u00ed z\u00e1kazn\u00edci by tak\u00e9 m\u011bli dostat…<\/p>\n","protected":false},"author":3,"featured_media":20620,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1248,915],"tags":[1500],"powerkit_post_featured":[],"class_list":["post-20618","post","type-post","status-publish","format-standard","has-post-thumbnail","category-digitalizace","category-globalni","tag-cislo-04_2022-d"],"_links":{"self":[{"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/posts\/20618","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=20618"}],"version-history":[{"count":1,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/posts\/20618\/revisions"}],"predecessor-version":[{"id":20623,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/posts\/20618\/revisions\/20623"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/media\/20620"}],"wp:attachment":[{"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/media?parent=20618"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/categories?post=20618"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/tags?post=20618"},{"taxonomy":"powerkit_post_featured","embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/powerkit_post_featured?post=20618"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}