A rule based routing system and method is disclosed. The rule based routing system and method matches employee skills with a customer profile thereby facilitating improved customer service and identifying cross-sell opportunities. The rule based routing system and method identifies a call profile for the call, matches the call profile to 3 sales and service resource profile representing an identified resource, generates an instruction signal and routes the call to the identified resource in response to the instruction signal. The virtual sales and service center is monitored for overflow or overload conditions and load balancing and overflow rules are applied to the call in response to detection of overflow or overload conditions. The customer profile includes a language type, a customer type, a business segment identifier, a request type and a product associated with the customer.