Сучасні підходи до оптимізації комунікаційної політики поштового підприємства

Abstract

The paper examines the current state of the Ukrainian postal services market amid fierce competition between Ukrposhta and Nova Poshta, rapid growth of e-commerce, digitalization of customer behavior, and wartime challenges. Particular attention is given to the evolution of communication policy — from traditional ATL/BTL methods to omnichannel strategies based on digital channels, AI personalization, Big Data, and CRM systems. It is demonstrated that a customercentric integrated communication approach focused on NPS, fast feedback, and personalized messaging helps postal operators increase customer loyalty, reduce service costs, and strengthen competitive positions in the digital economy.