The trials have begun with Ocean Holidays, and will be rolled out to other members over the next two months.

Gary Lewis, chief executive, The Travel Network Group, said: “We announced the introduction of voice analytics technology at our conference back in November 2017, and since then we have been developing the technology to best suit the needs of our members.

“The trial with Ocean Holidays gives us the opportunity to test and tweak it with a large member who runs a call centre environment.”

Lewis explained that voice analytics technology would enable members to better measure and analyse performance and improve behaviour change.

He said: “Our experience shows us that this technology can give members so many insights into their business performance.

“It can help B performing staff become A performing staff, provide insight into how their business is helping meet customers’ needs and show how their operations integrate between departments.

“It can also identify themes, trends, hot topics and customer satisfaction, as well as provide competitive Intelligence and immediately flag customer complaints and sales issues.”

More than 25 of the group’s members have shown an interest in utilising the technology.