The impact of facial recognition technology on customers relationship management and value creation

Abstract

The present dissertation was created under the scope of the seminar “Strategic Use of Technology”, concerning the potential strategic impact of a certain technology when applied to business. In the present study, the use of a Facial Recognition technology is proposed, as a way to improve the real-time interactions between organizations and their customers. Thus, the investigation field of this dissertation is the value creation strategic use and impact of this technology by enhancing their Customer Relationship Management (CRM) approach. Furthermore, an analysis of the Portuguese market is performed, in order to find out which industries are more suitable to implement this technology. In this analysis, different financial ratios from the main industries of the Portuguese market were compared, as a way to define at least one industry that had potential and were suitable for this technology to be implemented in. In the end, the two industries selected were the retail and the banking industry. Finally, it is also discussed the advantages of such system from a customer point-of-view on how it can positively impact the different CRM functionalities of an organization, and a research is performed on whether or not, Portuguese consumers are willing to accept its adoption. This study concludes that the use of a facial recognition system can indeed add value and impact the overall performance of organizations, through the optimization and integration of its CRM Functionalities. Furthermore the results obtained also demonstrate that in general, Portuguese consumers are willing to accept the system and its implementation in retail stores and bank branches .

Date of Award	12 Jan 2012
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Amaral (Supervisor)