When we first drafted the LIFT06 program, one of the key project I wanted us to talk about was an experiment of the Geneva hospital to fight bulimia using a web site.
They had a very interesting idea: bulimia patients have a problem with their image, and admitting being sick is shameful and tough in our society. Using the web, they could more easily get in touch with the patients and still reproduce the richness of a doctor-patient relation, monitor the weight losses, communicate the daily menu, etc…
The network would even provide a comfortable and constructive environment for exchanges. Patients wouldn’t have to walk down the street and feel observed by bystanders, and emails allowed for more direct conversations.
I thought this was interesting as it demonstrated that people are willing to rely on technology for very intimate things. And it is a key evolution for businesses. Technologies CAN carry personal relationships.
Proof is this article found on BankWatch stating that “making online banking feel personal is the next step”.
In the 1990s, online banking’s early promise fizzled for lack of a human touch and a physical place to do business. […]
Now banks say the standard is making their online “branch” do all the things that a branch manager or a loan officer reached in person or on the phone could do.
Link
Internet users are demanding that we take the services to the next level. And this time they want the machines to feel more human. We are back in the 2002 situation where demand is ahead of the offer (full article here).