Сучасні інформаційні технології як засіб покращення комунікації між бізнесом та клієнтом

Abstract

This paper explores the role of modern information technologies in enhancing communication between businesses and clients. It emphasizes the shift from one-way to interactive, multi-level dialogue through digital tools such as CRM systems, social media, AI, and cloud platforms. These technologies facilitate personalization, transparency, and real-time feedback, strengthening brand loyalty and client engagement. The study highlights the importance of integrating analytical and behavioral insights to build sustainable and value-based relationships. As a result, communication becomes a strategic resource for business development in the digital age.