“Knowledge” is the name of the annual conference for a product called ServiceNow. I was glad to be invited on a panel about customer experience across the service continuum in health care environments. Are patients customers? When does their experience begin and end? What role do invisible and visible technologies play in the patient experience? I was lucky to appear on this panel with my colleague, Jeff, from Duke Health, Michael Warden and Erik Zempel from the University of Michigan and ServiceNow’s own Barbara Rotondo. This conference, about 20,000 strong is a great example of generating enthusiasm, sharing learning and showcasing products all in one geographic, simultaneous space.