A request is received for connecting a user with an agent, the request identifying a user interaction with content. A second server is accessed to determine a first score of the user representing a benefit the user has generated for a client that provides the content. A third server is accessed to determine a second score of the user representing overall burden to provide services to the user by the client based on an interaction history of the user with the client. A user value is dynamically determined based on the first score and the second score using a user value determination algorithm that is specifically configured for the client. A list of agent candidates is identified from a pool of agents based on the user value and the collection of real-time data. A first communication session is established between the user and one of the agent candidates.