CXM On Demand will integrate cloud technology into a brand’s customer experience work to allow companies to run agile, flexible, real-time customer experience management.

The real-time data would allow firms to optimise, support and deliver consistent customer experiences across all channels.

The service’s fundamental purpose is to enable brands to run adaptive, in-the-moment, multi-channel customer experience campaigns, alongside wider commitments to data analytics and digital transformation.

The service will be immediately available in the UK and can be expanded to Europe, Middle East and Africa.

Lee Fitzhugh, vice-president, data management, at Merkle Europe, Middle East and Africa, said: “It’s an exciting moment for us at Merkle to see the trajectory of our mission – the possibilities are seemingly endless when we see customer experience management systems become as agile as the rest of the marketing world.

“Allowing brands to properly utilise data and adapt to situations on the fly is absolutely paramount in providing a unique and meaningful customer experience, and this means ensuring brands are able to adapt to events and meet consumers right where they’re needed.”