Emotion in CX, which uses Maru’s Hub software, will use semiotics to collect emotions expressed by customers at different stages during their interaction with a company or brand.

The tool will use this data to identify an ‘emotion signature’, which can be deployed to identify differences between customers who enjoy their interaction with a brand and those that do not and use this for insight and analysis.

Ged Parton, chief executive of Maru, said: “Behavioural science has established that most of our decisions are driven by how we feel.

“If you only ask what people think, you are missing part of the picture of what drives future customer behaviour and loyalty.”