Azurn has launched a new online marketing tool designed to bridge the gap between Web and voice.

The product, which has been named Merlin, uses technology known as click-to-connect which allows Web browsers to launch a free telephone or video conferencing call at the click of a link.

Customers can choose to take the call on their Web phone, mobile or land-line phone.

Customer service specialists the UCMS Group (ASX:UMS) is in the process of adopting the technology for use on its Web site.