Ügyfélkínálat

Ügyfélkínálat is a term used in business and marketing to describe the set of products, services, and solutions that a company offers to its customers. It is defined from the customer's perspective and aims to meet the needs of defined market segments through a coherent value proposition. The concept covers not only tangible goods but also accompanying services, such as installation, maintenance, financing, support, and access to digital tools.

Scope and components include the product and service mix, bundles or packages, customization options, pricing strategies, terms of sale, delivery channels, and after-sales service. An effective ügyfélkínálat aligns with the company’s brand, channel strategy, and marketing mix, while differentiating the offering from competitors in a way that resonates with target customers.

Development and management of the ügyfélkínálat rely on market research, customer insights, competitive analysis, and internal capabilities. Portfolio management decisions involve adding or removing offerings, refining bundles, and adjusting service levels to reflect changing needs and profitability. Regular review helps ensure the offering remains relevant and sustainable.

Measurement focuses on customer uptake, revenue per customer, cross-selling potential, customer satisfaction, and metrics such as customer lifetime value and churn. Examples include financial services products packaged for different client segments, or a retailer’s combination of goods, services, and loyalty benefits designed to attract and retain customers.