The term action originated in mid-14c., "cause or grounds for a lawsuit," from Anglo-French accioun, Old French accion, action (12c.) "action; lawsuit, case," from Latin actionem (nominative actio) "a putting in motion; a performing, a doing; public acts, official conduct; lawsuit, legal action." Interaction originated in 1812.

Gartner has stated that by 2020, 85% of a customer's interaction with an enterprise will be managed without human interaction. Human interaction is not going away. Machine learning is replacing many of the customer experience functions because machines can be trained to perform many repetitive tasks so that humans can perform the deeper tasks of customer experience. Humans will take the information machines learned and SCAMPER through the process of enhancing the customer experience with product and service innovations. We are in the idea economy.

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Art of performing, graceful movement of data, unison of thought