The acquisition will see Decibel’s digital feedback technology integrated into Medallia’s customer experience and engagement platform.

The deal will close this month, subject to customary closing conditions. The deal follows Medallia’s purchase of video feedback platform LivingLens last year for $26m in cash.

Leslie Stretch, chief executive officer of Medallia, said: “There has been a massive shift to digital and the Decibel acquisition will add vital digital journey and experience capabilities, providing even more value to our customers and prospects.”

Ben Harris (pictured), chief executive and co-founder of Decibel, said: “Following a strong partnership, Medallia’s approach to us came as a welcome surprise.

“Medallia’s growth mentality and culture fits hand in glove with ours, which means we can now move at an even faster pace to help companies deliver the experiences customers expect and demand.”