Social360, which counts BP and financial group Old Mutual among its clients, will collate corporate and consumer discussions on social media in what is the brand's first attempt to gain a detailed overview of public opinion.
The 'listening project' involves monitoring of platforms such as Facebook, Twitter, YouTube, blogs and forums using computer software.
Detailed analysis is then carried out by a team of experts who produce a daily report. The company, which operates across 700 locations worldwide, expects to pick up useful information about operational problems, as well as gauging reputation and identify future PR and corporate opportunities.
Alison Sams, head of marketing and customer retention, NCP, said: 'While we have many thousands of customer interactions every day, we have traditionally not had a way of accessing direct feedback from our users. Social listening enables us to pick up on what people are saying about our brand and then to use this to enhance what we offer.'