Ah, the customer support queue. The digital equivalent of a firehose aimed directly at your team's focus. If you're manually sifting through tickets, assigning them based on a quick glance, and copy-pasting canned responses, you're not just wasting time—you're burning out your best people and letting crucial issues slip through the cracks.

Simple keyword filters and regex rules are a start, but they break down fast. They can't understand context, sarcasm, or urgency. They're brittle. It's time to think like an engineer and build a system for true business process improvement.

This playbook will walk you through five actionable steps to automate your support ticket triage, moving from chaotic and manual to streamlined and intelligent. This is workflow optimization for the modern tech stack.

Step 1: Map Your Current Hellscape (And Desired Heaven)

Before you write a single line of code, you need a map. You can't achieve operational excellence on a workflow you don't fully understand.

Grab a whiteboard (or a Miro board) and start asking questions:

• Where do tickets come from? (Email, web form, in-app chat, etc.)
• What are the common categories? Be specific. "Bug Report," "Feature Request," "Billing Inquiry," and "How-To Question" are good starting points.
• Who handles each category? (Frontend team, backend team, billing, customer success?)
• What information is essential for each type? A bug report needs logs and browser versions; a billing question needs a customer ID.

The goal is to create a clear "if-this-then-that" logic for your current process. This map is your blueprint for process automation. You're defining the desired state—the "heaven" where tickets magically route themselves to the right person with the right information.

Step 2: Ingest and Standardize Your Data Flow

Your tickets are data. To process them programmatically, you need to get them into a consistent, machine-readable format. Most modern support platforms (like Zendesk, Intercom, or HubSpot) offer webhooks, which are perfect for this.

A webhook will send an HTTP POST request to an endpoint you control whenever a new ticket is created. Your job is to build a small service—a serverless function is ideal—to catch this data.

Here’s a dead-simple example using Node.js and Express to catch a webhook payload:

// server.js
import express from 'express';
import bodyParser from 'body-parser';
const app = express();
const port = 3000;
// Use body-parser middleware to parse JSON
app.use(bodyParser.json());
app.post(‘/webhooks/new-ticket’, (req, res) => {
console.log(‘Received a new ticket webhook!’);
// 1. Validate the payload (security first!)
// … authentication logic here …
// 2. Standardize the incoming data
const standardizedTicket = {
id: req.body.ticket.id,
subject: req.body.ticket.subject,
description: req.body.ticket.description,
requester: {
email: req.body.ticket.requester.email,
id: req.body.ticket.requester.id,
},
source: ‘zendesk’, // Or whatever the source is
createdAt: new Date(),
};
console.log(‘Standardized Ticket:’, standardizedTicket);
// Next, we’ll pass this to our classifier…
// classifyAndRoute(standardizedTicket);
res.status(200).send(‘Webhook received!’);
});
app.listen(port, () => {
console.log(Webhook listener running at http://localhost:</span><span class="p">${</span><span class="nx">port</span><span class="p">}</span><span class="s2">);
});

The key here is standardizedTicket. No matter the source, you transform the incoming data into a single, predictable shape. This makes every subsequent step infinitely simpler.

Step 3: Classify with Intent - From Keywords to ML

This is where the magic happens. Once you have your standardized ticket object, you need to determine its category.

The Baseline: Keyword Classifier

You can start simple. A function that scans the subject and description for keywords is a solid V1.

function classifyWithKeywords(ticket) {
  const { subject, description } = ticket;
  const content = `${subject} ${description}`.toLowerCase();
if (content.includes(‘bug’) || content.includes(‘error’) || content.includes(‘stack trace’)) {
return ‘Bug Report’;
}
if (content.includes(‘invoice’) || content.includes(‘charge’) || content.includes(‘subscription’)) {
return ‘Billing Inquiry’;
}
if (content.includes(‘how do i’) || content.includes(‘feature request’) || content.includes(‘idea’)) {
return ‘Feature Request’;
}
return ‘General Inquiry’; // Default fallback
}

This is better than nothing, but it's brittle. What if someone reports a "billing error"? It contains both "billing" and "error". This is where you level up.

The Smart Way: AI-Powered Classification

Instead of relying on keywords, you can use a Natural Language Processing (NLP) model to understand the intent of the ticket. You don't need to build a model from scratch. Services like OpenAI, Cohere, or Google's Natural Language AI make this incredibly accessible.

Here's how you might adapt your function to use an AI service:

import { OpenAI } from 'openai';
const openai = new OpenAI({ apiKey: process.env.OPENAI_API_KEY });
async function classifyWithAI(ticket) {
const { subject, description } = ticket;
const content = Subject: </span><span class="p">${</span><span class="nx">subject</span><span class="p">}</span><span class="s2">\n\nBody: </span><span class="p">${</span><span class="nx">description</span><span class="p">}</span><span class="s2">;
const prompt = `
Classify the following customer support ticket into one of these categories:
“Bug Report”, “Billing Inquiry”, “Feature Request”, “General Inquiry”.
Return only the category name.
Ticket:
---
</span><span class="p">${</span><span class="nx">content</span><span class="p">}</span><span class="s2">
---
Category:

`;
try {
const response = await openai.chat.completions.create({
model: “gpt-3.5-turbo”,
messages: [{ role: “user”, content: prompt }],
temperature: 0,
max_tokens: 10,
});
// The response will be one of your predefined categories
return response.choices[0].message.content.trim();
} catch (error) {
console.error(‘Error classifying with AI:’, error);
return ‘General Inquiry’; // Fallback on error
}
}

This is a game-changer. The model understands context and nuance far better than any regex pattern, leading to dramatically more accurate workflow optimization.

Step 4: Automate Routing and First Response

Now that you have a classified ticket, you can act on it. This means sending it to the right place and, crucially, letting the customer know you're on it.

A simple routing function can use the category to trigger different actions:

// Hypothetical functions to interact with other services
// import { createJiraTicket } from './jira';
// import { postToSlack } from './slack';
// import { assignToAgent } from './zendesk';
async function routeTicket(ticket, category) {
ticket.category = category; // Add the category to our object
console.log(Routing ticket </span><span class="p">${</span><span class="nx">ticket</span><span class="p">.</span><span class="nx">id</span><span class="p">}</span><span class="s2"> classified as "</span><span class="p">${</span><span class="nx">category</span><span class="p">}</span><span class="s2">");
switch (category) {
case ‘Bug Report’:
// Create a ticket in Jira and assign to the engineering queue
// await createJiraTicket(ticket);
// Post a notification to the #dev-bugs Slack channel
// await postToSlack(‘#dev-bugs’, New Bug Report: ${ticket.subject});
break;
case ‘Billing Inquiry’:
// Assign the ticket to the ‘Billing’ group in your helpdesk
// await assignToAgent(ticket.id, ‘billing_group’);
// Post a notification to the #finance channel
// await postToSlack(‘#finance’, New Billing Question: ${ticket.subject});
break;
case ‘Feature Request’:
// Add it to a product feedback tool or a specific project board
break;
default:
// Assign to the general support queue for human review
// await assignToAgent(ticket.id, ‘general_queue’);
break;
}
// You can also send an automated first response here!
}

This step closes the loop. It takes the intelligence from your classifier and turns it into tangible B2B efficiency. No more manual assignments.

Step 5: Implement, Monitor, and Iterate

Your automation system is a living product, not a one-off script. Knowing how to streamline a process once is good; building a system that continuously improves is great.

• Implement: Deploy your service. AWS Lambda, Google Cloud Functions, or Vercel Serverless Functions are perfect for this event-driven workload. They're cheap, scalable, and easy to manage.
• Monitor: Log everything. Which tickets were classified correctly? Which ones were wrong? Use a tool like Datadog or Sentry to track the performance and error rate of your functions. If your AI classifier returns a category you don't recognize, you need to know about it.
• Iterate: Create a feedback loop. When a support agent manually re-categorizes a ticket that your system got wrong, log that instance. This "human-in-the-loop" data is gold. It's the perfect training set to fine-tune your prompts, your keyword models, or even a custom ML model down the line. This is the path to true operational excellence.

Wrapping Up

Streamlining business processes isn't just about efficiency; it's about creating a better environment for both your customers and your team. By treating support triage as an engineering problem, you can build a robust, intelligent system that scales.

You've moved beyond brittle regex and keyword matching to a system that:

1. Maps the process.
2. Standardizes the data.
3. Classifies with intent.
4. Routes automatically.
5. Improves over time.

Now, what tedious process will you automate next?

Originally published at https://getmichaelai.com/blog/how-to-streamline-your-specific-business-process-in-5-action