Forrester said the purchases were part of its plan to build a real-time customer experience (CX) Cloud which integrates inputs to help companies monitor and improve their experience.

Started in Switzerland, FeedbackNow makes physical buttons and monitoring software to measure, analyse and improve CX. It is a high-volume input source for the real-time CX Cloud, generating over 200,000 pieces of feedback per day from its ‘smiley boxes’.

San Francisco-based GlimpzIt’s technology will add analytics in the CX Cloud, allowing companies to analyse and correlate incoming feedback and provide customer insights.

The CX Cloud will incorporate: instant customer feedback from physical devices, social sites, specialised apps, and embedded digital versions in websites and on mobile devices; it will analyse and prioritise feedback and distribute feedback to operational sites in real time.

George Colony, Forrester’s chairman and CEO, said: "CX can be a powerful competitive and operational weapon, but CX teams are burdened with insights that are too late and too limited.

"The market has reached a point where customers expect companies to rapidly respond to feedback, wherever and however that feedback is provided."

The terms of the deals were not disclosed.