Gezichtsherkenning: is technologie de toekomst voor klantbeleving?

Benieuwd hoe tevreden je gasten zijn? Je zou ze natuurlijk kunnen vragen om na afloop van je event een tevredenheidsonderzoek in te vullen. Maar een gezichtsuitdrukking zegt meer dan honderd meerkeuzevragen. Hotelketen Campanile in Spanje gaat terug naar de basis, maar dan met behulp van moderne technologie: aan de hand van een sensor met video en infrarood legt ze de gezichtsuitdrukkingen en emoties van de gasten vast, om zo hun tevredenheid te meten. Het eerste systeem hiervoor is nu geïnstalleerd in Campanille Cornellà de Llobregat.

Het systeem combineert video met infrarood, om zo de emoties van de gasten te detecteren. De beelden worden later verwerkt en leveren gegevens op met de hotelervaringen van de gasten. Het is dus nog niet mogelijk om meteen in te grijpen op het moment dat een van de gasten met een pruillip in de lobby staat. Daarvoor moet de hotelketen voorlopig nog vertrouwen op het empathisch vermogen van haar medewerkers.

Primeur binnen de hotelsector

Het systeem werd ontwikkeld door start-up imotion Analytics, die het al toepast in detailhandel en de transportsector. Voor de hotelsector heeft Campanile volgens het bedrijf de primeur. Volgens de website van de ontwikkelaar van het systeem kan de software onder andere heel nauwkeurig het geslacht, de leeftijdscategorie, de wachttijd en emotionele toestand van de gasten meten.

Camile Gil, projectcoördinator bij Louvre Hotels in Spanje legt uit: “Met dit nieuwe initiatief verzamelt Campanile informatie van gasten met betrekking tot hun emotionele ervaring. Zo kunnen wij onze serviceprotocollen optimaliseren om zo onze gasten te behouden en nieuwe aan te trekken. Het is een grote stap richting het bieden van een betere klantervaring.”


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Campanile Hotels will measure their customers’ satisfaction by recognising their emotive facial expressions

For the first time in Spain, the chain will install a sensor that combines video with infrared to detect its guests’ reactions. This measurement system will help the company to improve customer service protocols


Barcelona – The Campanile hotel chain will measure its customers’ satisfaction by recognising their facial expressions of emotion through a sensor. This is a pioneering initiative in the hotel sector in Spain that will help the company to evaluate and improve its customer service protocols.

Thanks to an agreement with the start-up imotion Analytics, Campanile will install a sensor in the reception of its hotels that combines video with infrared to detect its guests’ emotions. This information will later be processed, producing an evaluation of the customers’ experience in the hotel.

The project coordinator at Louvre Hotels Spain and for the Campanile brand, Camille Gil, says that this new initiative «will measure the impact of our service» in order to «retain our customers and attract new ones, always improving and creating a differential value based on the emotions created in our hotels».

With this new initiative, Campanile «obtains information from customers related to their emotional experience that it will use to optimise service protocols», Gils says. «It is a step towards customer service excellence».

One of the founding partners of imotion Analytics, Oscar Peón, explains that the measurement system is already used in other sectors like transport and retail, but says that in the hotel industry, «Campanile is the first company to attempt this continuous tracking of its customers’ emotional experience through what is called facial coding.

We welcome the fact that sectors like the hotel industry are beginning to appreciate the potential of investing in information technology to improve business by measuring customer experience».

Unlike other, more traditional customer experience measurement systems, like surveys, he thinks that measuring expressions «lets us detect any problem in the relationship processes and measure customer satisfaction continuously and nonintrusively».

In the same vein, another imotion Analytics founding partner, Alejandro Murillo, says that the growing interest in achieving the maximum customer satisfaction, together with the boom in the development of new technologies to monitor customer experience, «stimulates investment and partnership in this new area of business».

Thus, «we have seen that we can adapt our range of information to the needs of each sector or business, as has happened with Campanile».

Campanile has already installed the first sensor in the hotel in Cornellà de Llobregat. Following its success, it plans to expand the service to the rest of the establishments in the chain shortly.

Camille Gil stresses that the most important part of this project «is not the specific information that is obtained». Rather, its great potential lies «in the possibilities for analysis, which grow exponentially as the collaborative project moves ahead, since from here Campanile may make changes to its business strategies in order to gauge the impact and continue improving».


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The company that’s transforming people’s expressions into data

Imotion Analytics, a startup based in Barcelona created in 2014 from the Polytechnic University of Catalonia, aims to change the way retail businesses work by taking advantage of new technologies and analyzing customers expressions during their experience, whether shopping in a store or staying at a hotel.

According to the company, its team includes experts in software development, neuromarketing, biometric analysis and marketing. All of these ingredients lead to what imotions Analytics offers: a comprehensive study of customer behavior in psychical spaces.

The process is distilled into four main steps. First, borrowing from the IoT concept, the installation of sensors that collect video and infrared data. Then comes an initial local processing with a machine installed on-site. The third step goes to the cloud, where the company’s algorithms based on Machine Learning obtain the useful data. Lastly, reports, alerts and KPIs are generated and sent to the respective clients so they can optimize their businesses.

This kind of optimization is not necessarily new. Indeed, the IoT and Big Data boom have opened the path for many companies who offer similar services through sensor installation and the sort. However, an extra layer Imotion Analytics offers is the ability to analyze purchase behavior and satisfaction by identifying emotions through facial recognition.

The retail sector is already an aggressively competitive space, so these kinds of technologies will become essential for winning over the competition. Eventually they might even be standard requirements for profitability. A common strategy is the use of loyalty programs, which capitalize on a satisfied customer, so they can improve the chances of them visiting again and even recommending the business.


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Como medir la experiencia de cliente con el reconocimiento facial

Ahora es posible conocer el comportamiento de compra y la satisfacción de los clientes con el reconocimiento facial de emociones.


En un mercado saturado de competencia, las empresas focalizan sus esfuerzos en programas de fidelización optimizando la experiencia de cliente. Un consumidor satisfecho tiene muchas más posibilidades de repetir su visita o recomendar el establecimiento.

¿Cómo medir la satisfacción de los clientes? La gente no siempre dice lo que piensa, y no porque mientan, sino porque la gran mayoría de nuestros procesos cognitivos son inconscientes. Por eso, la empresa imotion Analytics ha desarrollado una tecnología de análisis biométrico, que combina video con infrarrojos, para detectar las emociones de los clientes o usuarios a través del reconocimiento facial.

Esta tecnología permite conocer la opinión del cliente de forma no intrusiva y de forma mucho más efectiva que las técnicas tradicionales. Se trata de un sistema pionero en España desarrollado por imotion Analytics, una compañía Startup tecnológica de Barcelona nacida en 2014 en la Universidad Politécnica de Cataluña.

Además de monitorizar el estado emocional, esta innovadora tecnología permite medir afluencias segmentadas por sexo y edad en áreas de interés siendo capaces de ofrecer información nuestros clientes relativa a cargas de trabajo por empleado, demografía de sus clientes, ratios de captura y ratios de conversión entre otros outputs que optimizan exponencialmente el proceso de toma de decisiones estratégicas.

La aplicabilidad de esta innovadora solución se extiende a una gran variedad de sectores como el de retail, donde ya se está trabajando con empresas relacionadas con la moda, distribución, transporte ferroviario y aeroportuario, hoteles o banca entre otros.

Un ejemplo destacable se produce el sector hotelero, donde la cadena hotelera Campanile ya ha instalado esta tecnología para monitorizar la experiencia de cliente a través de la medición y análisis de las expresiones faciales de sus clientes en la recepción del hotel, generando un gran impacto mediático. De esta forma, el hotel recibe información agregada que le permite medir la satisfacción de sus huéspedes y optimizar protocolos de atención.