Allocation of resources utilized by a contact center remains a balancing act between the burden of having resources that are generally underutilized and underperforming due to resource constraints. Many contact centers support a variety of communication types (e.g., audio-video, audio, text, email, etc.) associated with a respective communication channel. Communications may be dynamically incentivized or allocated from one communication channel having greater resource demands to another communication channel having lesser resource demands. Additionally, the resources of the contact center may be shared by customers of clients utilizing the contact center. As a result, one customer having a spike in demand may have their, and/or another customer's, communications reallocated to the less demanding channel to manage contact center resource utilization.