The article examines the concept and subject of omnichannel marketing, its goals, objectives and overall state, as well as the main channels of communication with customers. The concept and essence of telecommunications enterprises are also considered. In the process of research, the impact of omnichannel marketing on both the activities of enterprises as a whole and the loyalty of their customers is highlighted. The article shows that high level of customer loyalty can be achieved by constantly maintaining consistent quality of products and services, transparency in communication and various reward programs for existing customers. Two real examples of the implementation of omnichannel marketing in internal and external products of Ukrainian telecommunications companies are given, the results of such implementation are indicated. These examples are creating thousands of groups with similar characteristics that Vodafone Ukraine marketers now use to create highly accurate loyalty retention models, and Zoryana, an AI powered chat-bot by Kyivstar, created for efficient customer self-service, which moved most of the calls to self-service, which greatly relieved contact centers and improved overall user experience. A structural diagram of the impact of omnichannel marketing on customers of telecommunications enterprises is developed. It shows that omnichannel marketing is capable of increasing customer loyalty, clients experience an individual and personalized approach, which significantly strengthens trust in the company and dramatically reduces customer churn. Prospects for further research are indicated, in particular, a significant increase in the relevance of the issue of cybersecurity and protection of sensitive data of customers of such telecommunications enterprises is revealed. It is mentioned, that overall situation in worlds politics and economy indicates that cybersecurity and data protection become more major as number of data stealing and data leaks grows significantly, which makes telecom companies develop more and more modern privacy solutions across the world.
Oleksandr But (Wed,) studied this question.