Abstract: A method and apparatus provides information to enhance at least one of: a sales, a service and an administrative transaction by communicating with a plurality of applications from a group of applications in accordance with rule information and based on at least two of the received: end user identification information, client identification information and transaction type information. In one example, the apparatus includes a rules engine, an application integrator, an integration and presentation module, and an integrated user interface. The rules engine causes the application integrator to communicate with a plurality of applications in accordance with the rule information, and at least two of: the end user identification information, the client identification information, and the transaction type information.