A multi-media call center provides an interface tool for enabling non-technical personnel of a company running the call center to provision and configure the call center from available resources. The calls received by the call center are identified and their attributes useful in queuing the calls are determined. Based on the attributes, priority ratings are computed for the calls by applying a predetermined function to the attributes, and the calls are queued in accordance with their respective priority ratings. The weights to be given to the various priority attributes and the initial values of the customer-specific priority attributes are set through the interface tool during the provisioning and configuring process. The attributes are linked to the call center's live database, and the values of the customer-specific priority attributes are dynamically updated, so that events relevant to call prioritization that occur after the initial configuration has been completed can affect call queuing.