Social media has changed the nature of the Web from passive to proactive. During the 1990s and early 2000s, company websites were used as a medium of displaying online portals of their products and services while sales and inquiries were mostly done on telephones. Then with the passage of time, websites started to display more dynamic content and buying and selling started to take place at the websites also.

Now with the help of social media, customers can interact with the representatives of the company from not just the company website but from wherever the customer likes to connect from e.g. Facebook, Twitter. For example, tweeting at the company account for some sale inquiry would get you a quick response than an email.

There are more and more people buying online and the overall figure has crossed $200 billion a year for just the United States. Although customers are making online purchases many people still prefer to get in touch with a phone call to the company representative and learn more about the products or services they are buying. A survey by ResponseTap of 4,000 consumers in the U.S. and the U.K discovered that almost 70% of the consumers preferred to speak with a live agent before making a purchase.

So that means there is a close connection between call centers and web/social media. People explore different products through search engines. Many people also post comments or tweets on social media to get other consumers' responses on the same product. Then before making a purchase, these potential buyers prefer to speak with the call center agents to make sure that they are buying the right product.

Technologies like click-to-call can help to track information of the customer to the call center agent. With a click-to-call button, data about the caller can be automatically displayed to the call center agent so that he/she can be ready for the caller. This data may include the keywords that the customer used, which pages he/she viewed, and his/her geographical location. Such information can help a call center agent to expect the queries that customers might ask. This would make a call center agent knowledgeable about the customers just like these customers get themselves knowledgeable before buying the products or services they are going to purchase.