Revealing the technology to delegates at the consortium’s 2017 overseas conference in Monaco, chief executive Gary Lewis said its introduction was about being able to “measure performance in a different way”.

Presenting an example of the system to delegates onstage, Lewis showed how the programme would record real-time conversations had between agents and clients, which would then be formulated into text and analysed by artificial intelligence.

He explained that the data would later be collated at TTNG head office in Woking, enabling the consortium’s team to study members’ approaches to the sales process and offer advice and guidance as well as helping in other areas including handling customer complaints.

“All of a sudden in a live environment you can see and benchmark the performance of a conversation in the sales process,” he said.

Lewis told delegates that the technology had been trialled over the last three months by members operating both high street retail stores and call centres.

The system is due to be rolled out in the first quarter of 2018.

“The [technology] will improve our ability to stay relevant and improve the service you can offer customers,” he added.

Although Lewis maintained that despite the advancements that the voice analysis software would offer, “it will only work if it goes alongside the instinct, the experience and the skill of the people involved”.

He said that TTNG was not sure "what comes off the back of [using the system]" but was positive that getting members to trial "different approaches and methodologies" in their behaviours and business approaches would be beneficial.

“We are talking about [conference theme] the Power of You for the whole two days and this technology we are going to roll out is absolutely about performance and using technology in an innovative way that really supports [your] skill set," he said.