The invention relates to a call center system having automatic means for optimizing those rules that are enforced over interactions with customers, said system comprises: (a) an infrastructure which comprises a CRM module for at least handling the interactions with customers, and hardware means for at least maintaining the communication with said customers; (b) management rules, each rule comprising one or more rule parameters, said rules parameters enforcing interaction behavior during all interactions with customers; and (c) an adaptive, self learning module, for: (c.1) monitoring all interactions with customers; (c.2) upon completion of each interaction, recording a corresponding set of full interaction details, said set of full interaction details includes those rule parameters that were enforced during said interaction, and those additional interaction parameters that are specific to that interaction; and (c.3) using an adaptive engine, periodically analyzing one or more of said sets of recorded full interaction details, and producing one or more modified rules having modified rule parameters, and enforcing said modified rules over future interactions with customers.