The method and apparatus improves call transactions in a communication system having an automatic call distribution system. A personality profile of each agent of a plurality of agents in the system is determined. A respective personality profile is one of a plurality of predetermined personality profile types. The determined personality profile type for respective agents are stored as personality profile records in a database. A personality profile of a caller is then determined, the personality profile of the caller being one of the plurality of personality profile types. A priority hierarchy is provided for matching a personality profile types of the caller to personality profile types of the agents. The personality profile type of the caller is then compared to the personality profile type of the agents according to this priority hierarchy. An agent is selected from the plurality of agents based on the comparison of the personality profile types.