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Facial Recognition: ¿Is technology the future for customer service?

Are you curious to know how satisfied your guests are? Of course, you can ask them to complete a satisfaction survey after the end of your event. But a facial expression says more than a hundred multiple-choice questions. Campanile’s hotel chain in Spain goes back to basics, but with the help of modern technology: through a sensor with video and infrared, it captures the facial expressions and emotions of the guests to measure their satisfaction. The first system for this is already installed in Campanille Cornellà de Llobregat.

The system combines video with infrared to detect the emotions of the guests. The images are processed later and provide data with the experiences of the hotel of the guests. Therefore, it is still not possible to intervene immediately when one of the guests is standing in the lobby with a pout. For this, the hotel chain still needs to depend on the empathic capacity of its employees.

A first in the hotel sector.

The system was developed by Imotion Analytics, which already uses it in the retail sector and in the transport sector. According to the company, Campanile has the scoop for the hotel sector. According to the website of the system developer, the software can, among other things, accurately measure the gender, age category, waiting time and emotional state of the guests.

Camile Gil, project coordinator at Louvre Hotels in Spain explains: “With this new initiative, Campanile collects information from guests about their emotional experience. In this way we can optimize our service protocols to retain our guests and attract new ones. It’s a great step to offer a better customer experience.”

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How to measure the customer experience with facial coding

Nowadays it is possible to analyse customer behaviour and satisfaction by identifying facial expressions.

 

In a market plenty of competitors, companies focus their efforts on loyalty programs, trying to create a better customer experience. A satisfied consumer is more likely to repeat his visit or recommend the store.

How to measure customer satisfaction? Usually people don’t say what they really think, but not because they lie, but because the majority of our cognitive processes are unconscious. Therefore, the company imotion Analytics has developed a biometric analysis technology, which combines video and infrared light to detect customers emotions through facial recognition.

This technology allows us to know client opinions in a non-intrusive way and in a much more precise way than traditional techniques. It is a pioneering system in Spain, developed by imotion Analytics, a Startup Technology company from Barcelona born in 2014 at the Polytechnic University of Catalonia.

In addition to monitoring the emotional state, this innovative technology allows us to measure traffic segmented by gender and age in areas of interest. It is able to offer information about workloads per employee, customer demographic insights, the capture and conversion rate among other outputs that exponentially optimize the strategic decision-making process.

The Campanile hotel chain has already installed this technology to identify the facial expressions of its clients at the reception of the hotel, generating a great media impact. In this way, the hotel receives combined information that allows it to measure its guest’s satisfaction, evaluate its performance in customer experience and optimize care protocols.

In this way, the usefulness of this service extends to a wide variety of sectors in addition to the hotelier, such as retail and transport, two sectors in which imotion analytics are already working with several clients.