Scaling Robotic Adoption Programs for the Enterprise
An interview with Bridget Duffey, Senior Director of Customer Experience and Go to Market, SoftBank Robotics America
Helen Dwight (HD): Bridget, welcome! Can you start by telling us a bit about your background and why it's so relevant to today’s discussion?
Bridget Duffey (BD): Thanks, Helen! My career has been about helping enterprises adopt and scale emerging technology. From digital advertising to HCM software, my focus has always been on enabling transformation—not just launching new tools but making sure the tools are used as intended and that business value is realized. That’s what we do at SoftBank Robotics America (SBRA)—we help companies realize real operational value through robotic automation, at scale. I’m currently focused on rolling out commercial cleaning automation programs.
HD: What needs to be true to scale robotic automation across an enterprise?
BD: There are three critical ingredients:
- A clear business case—automation must tie directly to measurable outcomes.
- Technology that is both available and viable—proven, safe, and scalable.
- The right organizational mindset—from executive sponsors to frontline staff.
It’s as much about change readiness and timing as it is about the technology. Even the best robot won’t deliver ROI without alignment, process, communication and buy-in from everyone concerned.
HD: Where do you start when working with enterprise clients?
BD: The two pillars that we focus on are business strategy alignment and change management. These two go hand in hand. From a business strategy perspective, we align robotic solutions to operational goals and measurable outcomes. For example, with cleaning automation, are you trying to improve any or all the following?
- Labor efficiency
- Cleaning coverage and quality
- ESG targets
If you are trying to improve labor efficiency, then one goal might be a reduction in labor hours or assist rates. Then we focus on change management which I’ll discuss in more detail later.
HD: How do you help customers justify the business case for robotics?
BD: Great question. Too many companies treat robotics as a pilot project or innovation experiment. We encourage them to view it as an operational investment.
We help model things like:
- Return on investment (ROI)
- Capital vs. operational expenditure
- Labor repurposing
- Equipment and repair cost savings
- Uptime improvements
For example, our partner Flagship Facility Services saw a 30% labor efficiency increase. Others use robotics to fill gaps when they can’t hire enough people. It’s not always about reducing labor; often it’s about enabling operations continuity. We focus on customer uptime.
HD: How should an automation program be designed?
BD: The most successful rollouts (think long-term value) are top-down, designed for scale, and strategically phased. We typically recommend taking into consideration a combination of factors related to:
- Geographic location
- Operator/Operation criteria
- Building criteria
Don’t launch your robot program in the worst-run site just because it needs the most help—that won’t prove out the model. Instead, be strategic and start in important environments that give you the best shot at success.
HD: There is often resistance to change when introducing new solutions. How do you manage change in the case of robotic adoption?
BD: You can’t just “drop in” robots and expect transformation. We take a holistic approach to change management that includes:
- Technology in the environment: making sure the robot can perform in the physical space it’s intended for.
- Operational process: aligning workflows and SOPs.
- People: training, communication, and engagement.
Change fails when people aren’t informed, brought in or brought along. We work with all stakeholders—from executives to frontline staff—and build communication plans tailored to each group.
HD: Can you give an example of how this plays out in practice?
BD: Sure. One multifamily housing customer previously failed at deploying robots due to overlooked details like doormats and floor thresholds. When they worked with us, we corrected those issues and redesigned their processes.
Another client changed their event prep SOP to create the right space for the robot. It’s about adapting the process to support the technology.
HD: What about ongoing support, service and maintenance?
BD: That’s a big differentiator for us. Our customer success model includes:
- Multi-level onboarding
- Custom training programs
- Regular operations reviews
- Best-in-class technical support
- Fast part replacements or unit swaps
We focus on uptime. Robotics ROI only holds if the robots work, day in and day out. That requires discipline and proactive service.
HD: What role does data play in successful programs?
BD: Data is the backbone. Our platform, SoftBank Robotics Connect, provides statistics on things such as:
- Runtime and Task completion logs
- Square footage covered
- Assist rates (human intervention)
- Downtime metrics
This data empowers our clients to manage operations based on facts, not guesswork. It also shines a light on which sites are running tight versus which need improvement.
Over time, organizations build automation muscle memory, making it easier to scale future use cases while at the same time increasing return on investment.
HD: How long does it typically take to deploy autonomous robots at scale?
BD: If readiness is in place, we can deploy 100+ robots in 30–60 days. That surprises many people, but it’s possible thanks to our structured process, regional alignment, and hands-on deployment support.
HD: What business value do customers benefit from besides productivity?
BD: There are many examples, such as:
- Sustained uptime
- Operational resilience
- Reduced insurance or workers comp claims
- Improved customer experience
- ESG reporting accuracy
Some customers have even created new roles, like VPs of Automation, to support these programs long-term.
HD: Bridget, this has been fantastic. You’ve clearly led these transformations many times and brought invaluable insight. Your expertise in robotic automation and commercial cleaning is impressive. Thank you for such a thorough and inspiring conversation.
BD: Thank you, Helen. It’s been a pleasure!
More Information:
If you would like to find out more about the benefits of Scaling Robotic Adoption Programs for the Enterprise, be sure to listen and watch this on-demand webinar.
For more information about SoftBank Robotics America and the robotic automation program, please visit the website.
