In the context of a contact centres, a caller refers to an individual who initiates an inbound call to the contact centre. The primary objective of a contact centre is to determine the most suitable method to assist the caller based on their specific needs. Sometimes, this involves enabling the caller to help themselves through a self-service process, while in other instances, it entails connecting them with a live agent. 

The choices may involve interacting with an interactive voice response (IVR) system for self-service tasks, or the caller may prefer to engage with a human agent. 

For agent-assisted calls, many contact centres strive to match each caller with the most appropriate agent by considering factors related to both the caller and the agent. This approach aims to enhance customer satisfaction and elevate the overall customer experience.