Abstract: Contact centres are typically arranged to receive incoming contacts from customers and act accordingly. That is, the customer initiates contact with the contact centre. More recently, a need has arisen for contact centres to be able to initiate communication with customers. For example, to inform a customer that his or her flight has been cancelled and offer that customer the option to take part in an interactive communication session to book a new flight. A communications system such as a contact centre is interfaced with a business system such as customer relationship management system. In this way messages can be proactively sent to users.