The tool, called Digital Experience Analytics (DXA), uses artificial intelligence (AI) to identify relevant session replays of customer experiences and uses the information to help improve and personalise customers’ digital experiences.

Brands can combine this digital behaviour data from DXA with other data sources like profiles in Qualtrics Experience iD, sentiment data from surveys or operational data like purchase history, and then visualise customer experience trends in a single dashboard.

Brad Anderson, president of product, user experience and engineering at Qualtrics, said: “In today’s digital world, customers expect a positive, seamless and personalised experience across web and mobile properties.

“With DXA and Experience iD, businesses can arm digital teams with the capabilities they need to capture and analyse the ever-expanding source of digital customer insights that could make the difference in capturing millions of dollars’ worth of revenue.”