Qualtrics, the online survey company, said today it plans to create 350 jobs in Dublin over the next three years.

The company said it plans to hire a total of 1,000 new workers in Europe, the Middle East and Africa - including the new Dublin jobs - to promote its flagship software that allows firms to gather feedback from customers and staff.

Qualtrics already employs 300 people in Dublin and plans to increase that to 650 by 2024.

Qualtrics, controlled by German software group SAP, says its "experience management" platform makes it possible for clients to address concerns expressed by customers or staff in real time.

Demand for its services has been driven by the Covid-19 pandemic as commerce has increasingly shifted online and more people work remotely. At the same time, customers are becoming more demanding and harder to please.

"Switching costs have never been lower to move from one organisation that you do business with to another - it's often within one click," CEO Zig Serafin told Reuters in an interview.

"As a result, every leader is figuring out how to keep employees and how to find new customers - and keep the customers that they have," he added.

The company, which counts Merck, Airbus and the Financial Times as clients, does not give a regional sales breakdown but says it is targeting an addressable market of $60 billion.

It says it expects to achieve revenue of $1 billion this year and recently announced the takeover of conversational analytics company Clarabridge for $1.1 billion in stock to support its growth strategy.

SAP acquired Qualtrics for $8 billion nearly three years ago but, following a change of leadership at the German software group, its CEO Christian Klein agreed with Qualtrics founder Ryan Smith to spin out the business.

Qualtrics floated on Nasdaq in January at $30 a share and its shares ended last week at $48, valuing the business at $24.7 billion.