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I'm working on setting up Omni Channel for my org. I have a pretty good sense of how Omni Channel routes "work items" to agents from queues. However, I'm struggling to grasp how "work items" are first assigned to queues.

We currently have multiple channels in play - Live Message (SMS), Live Chat, and CTI. We have queues for various geographic regions (AMER, LATAM, etc) and would like to assign work items into queues based on the region of the incoming person. Within Salesforce we have fields on the Account/Contact level to designate someone's region.

Standard assignment rules only apply to the Case or Lead object, so do I go about assigning new work items coming in from these channels to queues?

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