The platform, called Canvas, aims to allow organisations to use customer feedback to support business transformation.

Canvas will be rolled out to existing Watermelon and VCCP clients, which will bring Canvas to more than 3,000 users, and the tool will capture sentiment from more than one million customers across financial services, retail, travel and technology.

Watermelon chief executive Mark Squires (pictured) said: “Clients don’t need unnecessary features to justify the sky-high contracts that other vendors charge. Canvas only includes what users really need to help them drive transformational change.”

Squires added: “We are also committed to using AI where it adds value, rather than as a gimmicky add-on.”