A contact received by a service center from a customer may be assigned to one of a plurality of agents or representatives based on any prior experience with the customer or with the contact, any preferences of the customer or any skills required in order to address the contact. Preferably, an agent who previously handled an issue on behalf of the customer may be identified, and the contact may be assigned to that agent. Alternatively, the contact may be assigned to an agent preferred by the customer, or to a particularly skilled agent. If no preferred agents or particularly skilled agents are available to respond to the contact, the contact may be assigned at random to one or more particular agents. The contact may be initiated by way of a reply to a message containing a response to a previous contact, and the message may include metadata that associates the reply with the previous contact.