SPAs for personalization
The beneficiaries of SPAs aren’t limited to the people you employ. The customer also benefits — from more personalized experiences.
Allowing customers interactive access in the context that works for them is a key convenience that builds trust. Customers also benefit from more personal attention — with SPAs integrating information and automating how it’s filed (like in the Loma Linda Health example), employees can focus less on administration and more on helping customers deal with complications and requests.
And just like Facebook and Google present targeted ads, based on your browsing and search history, SPA analytics can power targeted offerings to customers, based on purchase history. You can imagine this improving everything from supply-chain scenarios with existing partners to how you approach prospective partners — with well-tracked and easily searchable data about choices made by comparable businesses, you can present prospects with highly detailed, tailored and persuasive offers.
Leading companies will soon differentiate on how human, in context and personalized the customer experience is. We can expect SPAs to be a powerful tool in achieving that differentiation going forward.
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