The tool uses new technology and data visualisation techniques to gain insight on customer comments. The company said HUB Text Analytics was designed to be a simple, but customisable exploratory verbatim tool.

The customisation means it is possible to tweak libraries and sentiment brackets, as well as building bespoke categorisation options.

Text comments are analysed for themes, categories, sentiment and strength of feeling in real-time, so that businesses are able to effectively monitor and manage their customer experience.

Nada Gillard, product director at eDigitalResearch, said: “A number of key clients are already using it to discover what customers are saying and the feedback has been really positive. It’s an exploratory tool built with all users in mind – it’s designed so that everyone from insight executives to customer service managers can better understand what’s being said from anywhere customers are talking about their business.”