Computer-implemented method and apparatus for customer interaction management using interaction semantics to leverage knowledge across interaction media including web chat. An agent device displays to the agent (i) a plurality of instructions and directions about how to interact with the customer with real-time updates, (ii) a plurality of feedback to inform the agent in real-time of their current performance, and (iii) an annotation engine for providing semantic annotations of the interaction in real-time or offline so that stored interactions are annotated to better assist the development of machine learning systems that provide direction and feedback to agents. The present invention provides an interface for business users to set strategies to be used by agents during their interactions and to view the outcomes of particular strategies being implemented. The present invention provides an organic manner in which an organization can semantically annotate interaction data in a semi-automated process and also provide analytics about the use of particular interaction strategies at the semantic level.