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УДК 658.89:659.1

DOI: https://doi.org/10.36887/2415-8453-2025-3-13

Serbin Mykyta,
Postgraduate Student,
Department of Marketing, Management and Entrepreneurship Faculty of Economics
V.N. Karazin Kharkiv National University,
https://orcid.org/0009-0007-3983-3076

JEL classification: M31, M37, M39

The article examines the role of personalized communications as a key tool in shaping customer experience in the context of digital transformation and intense competition. It is demonstrated that an individualized approach to consumers enables brands not only to meet current customer needs but also to foster long-term relationships founded on trust, emotional engagement, and loyalty. Particular attention is given to the analysis of scientific approaches by foreign and Ukrainian scholars, who interpret personalization as a strategic business asset and a factor in strengthening competitiveness. It is argued that the effectiveness of personalized communications is determined by the quality of data collection and interpretation, as well as the integration of Big Data technologies, artificial intelligence, and machine learning into marketing strategies. Examples of personalization tools include dynamic email marketing, push notifications, AI-powered chatbots, targeted content on social media, recommendation systems, location-based marketing, and loyalty programs. It is emphasized that the integrated use of these tools ensures a positive customer experience, optimizes marketing costs, and contributes to improved business performance. Based on international research (Boston Consulting Group, MIT CISR), it is demonstrated that companies systematically implementing personalized strategies show revenue growth 15–17% above the industry average and higher profitability. Additionally, a 2024 survey revealed that 81% of consumers prefer companies with a personalized approach, while 70% expect businesses to consider their previous interaction history. The article proposes a model for shaping customer experience based on personalized communications, providing seamless channel integration and flexible adaptation to changes in consumer behavior. It is concluded that personalized communications serve as a strategic advantage for modern companies, ensuring sustainable growth in profitability, reducing customer acquisition costs, strengthening brand image, and creating long-term competitive barriers.

Keywords: Personalized communications, customer experience, loyalty, Big Data, artificial intelligence, digital transformation, marketing.

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The article was received 05.08.2025

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Serbin Mykyta. 05.08.2025 . Tools and the role of personalized communications in forming customer experience. The journal "Ukrainian Journal of Applied Economics and Technology". 2025 / #3. 77-81pp. https://doi.org/10.36887/2415-8453-2025-3-13

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Serbin Mykyta. "Tools and the role of personalized communications in forming customer experience". The journal "Ukrainian Journal of Applied Economics and Technology". 05.08.2025 . https://doi.org/10.36887/2415-8453-2025-3-13

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