A customer submits a request for assistance to a customer service. Accordingly, the customer service may access a customer database to obtain one or more customer preferences that can be used to select a service representative. If the customer database does not include these preferences, the customer service may utilize one or more customer attributes to calculate these one or more customer preferences. Subsequently, the customer service may access a service representative database and select a service representative based at least in part on the one or more customer preferences. The customer service may transmit the request to the selected service representative to enable the service representative to assist the customer.