Abstract: The present invention provides a system, architecture and process to support new interaction paradigms in customer support. Specifically, the approach of the present invention will unify through a new process and innovative system architecture the two basic methods of in house support and online support. To accomplish this unification, the present invention enables customers to work together as peers in problem resolution by exploiting the customer expertise (they work with the products on a daily basis and often have deep understanding what works/does not work). Among other things, the present invention provides: incentives for customers to participate in this new support; a rating infrastructure in which multiple good ratings helps to become “THE EXPERT” by increasing the score; incentives upon receipt of good ratings and or certain score levels; a problem routing mechanism; Master Data Management (MDM) for insights in customers and products.