‘Experience ID’ will allow companies to capture customer feedback, including social media posts and call centre transcripts, examine emerging trends and understand an individual’s emotion, effort and intent across their journey with a company.

The tool is built on Qualtrics’ experience management operating system, and also includes input from recently-acquired conversational analytics offshoot Clarabridge and Qualtrics’ contextual data company Usermind.

Zig Serafin, chief executive of Qualtrics, said: “For decades, organisations have been trying to deeply understand their customers and employees.

“Experience ID delivers a powerful lens that can focus on each customer and employee, and also zoom out and reveal the big picture.”