TruRating has hired a global head of sales and enterprise account lead for the UK and Europe.

The firm, which works with retailers such as JD Sports, Canada Post and five Below, is a customer analytics company.

Kelsey Erickson, previously enterprise lead at Qualtrics, joins as global head of sales at a time when TruRating is experiencing rapid acceleration across each of its key markets in North America, Europe and ANZ.

“TruRating is providing an innovative way to solve age-old problems in the CX industry. The volume and quality of data that TruRating can capture and deliver to retailers and consumers alike blew me away,” he said.

Another former Qualtrics team member, Brad Cox, is the other new hire.

“TruRating is a game changer for experience focused retailers, helping them uncover instore data points that, without TruRating’s patented technology, are totally unattainable. I’m excited to help TruRating gain a foothold in the UK and European markets,” Cox said.

TruRating founder and CEO Georgina Nelson said: “We couldn’t be happier to have Kelsey and Brad join the team.

“They both live and breathe helping businesses make better decisions with data – I know they’re going to be amazing for TruRating.”