‘Robot Doctor’ Shows Why Customer Experience Shouldn’t Always Lean on Tech

When the stakes are high, brands must offer a human touch

a person has their hand on the screen of an iPad; there is a second screen that shows an image of a person wearing glasses
Companies in healthcare and other high-stakes verticals need to understand the emotional element of the customer experience. Getty Images

In early March, a Kaiser Permanente hospital in Fremont, Calif., provided a 78-year-old male patient with a robotic live video feed where a doctor told him he only had a short time to live. The patient’s family, upset by what they thought was a cold-hearted delivery of terrible news, recorded the exchange on a smartphone and posted it to social media. The story went viral last week.

Gregg Johnson is CEO of Invoca.