Abstract
The article explores the importance of customized customer interaction management for personalizing their experience in real time through understanding their needs and using reflective innovative tools, in particular, a manifestation of cognitive marketing – neuromarketing. The key stages of effective customer experience management are highlighted, including understanding customer needs, providing a consistent experience, using technology and continuous improvement based on feedback, and customer experience management tools such as CRM systems, experience evaluation and the use of social media as a platform for the influence of a brand that takes on the role of a full-fledged influencer. The article also discusses the difference between conducting marketing research from the point of view of traditional marketing and cognitive marketing. The main aspects of comparison were communication, attention, persuasion, repetition (reminder) and self-report. Data have been presented regarding the increase in willingness to purchase goods under the influence of neuromarketing technologies.
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