A method of routing a received incipient transaction to an organization entity includes processing experiential data of a fact collection regarding past transactions, including processing experiential data regarding past transactions involving an initiator of the incipient transaction and experiential data regarding transactions handled by organizational entities. At least one routing rule is evaluated in view of the experiential data processing, to make a routing determination. The incipient transaction is routed, for completion, to one of the organizational entities based on the routing determination. Furthermore, experiential data regarding completion of the incipient transaction, may be fed back to the fact collection.