The automated survey tool, which analyses customer feedback and allows call centres to survey customers, will be offered alongside the MarketTools range of enterprise feedback management and market research services.

West Interactive president Pam Mortenson said: “By bringing together West Interactive’s market-leading contact centre experience and MarketTools’ deep expertise in survey best practices and customer loyalty programs, we are able to help our clients better understand the customer experience to gain a real competitive advantage and increased market share.”

Features on the software-as-a-service tool include an option to send customers a survey after they have completed their call to a contact centre, a call recording function and a case management tool.