{"id":1638,"date":"2020-12-04T15:58:38","date_gmt":"2020-12-04T20:58:38","guid":{"rendered":"https:\/\/blog2wrkdev.wpenginepowered.com\/support-automation-guide\/"},"modified":"2026-09-30T07:50:54","modified_gmt":"2026-09-30T11:50:54","slug":"support-automation-guide","status":"publish","type":"post","link":"https:\/\/blog2workato.wpengine.com\/support-automation-guide\/","title":{"rendered":"Support automation: what it is and 5 ways you can apply it"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The quality of your customer support can make or break your organization\u2019s growth trajectory.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to a <a href=\"http:\/\/info.microsoft.com\/rs\/157-GQE-382\/images\/EN-CNTNT-Report-DynService-2017-global-state-customer-service-en-au.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">study by Microsoft<\/a>, 96% of customers consider the quality of customer support they receive when deciding whether to be loyal to a brand. This decision, in and of itself, can have a huge influence on your bottom line. For example, based on research by <a href=\"https:\/\/media.bain.com\/Images\/BB_Prescription_cutting_costs.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Bain &amp; Co.<\/a>, simply improving customer retention by 5% can lift your profits by more than 25%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So how do you ensure that your customer support and customer success (CS) teams are operating at their full potential? By implementing support automation.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Using this type of automation, your customer-facing employees can more easily track issues, resolve any quickly, and manage customer relationships intelligently. We\u2019ll show you how, as well as cover the benefits support automation provides, but let\u2019s start by aligning on its definition.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Related: <\/em><a href=\"https:\/\/blog2workato.wpengine.com\/it-automation-guide\/\"><em>The ultimate guide to IT automation<\/em><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What is support automation?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Support automation, or customer support automation, is the use of automation to streamline your support-related workflows end-to-end. These automations can be geared towards improving the customer experience or the employee experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Previously, its definition involved a software that could automate specific customer support tasks. Though there\u2019s little question that this type of software can help support reps, our new definition fundamentally transforms how customer support and CS teams operate and how customers and employees benefit.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Examples of customer support automation<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To help bring this definition to life, we\u2019ll cover 5 specific ways to implement support automation:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Adopt an automated incident management process<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As your organization grows, incidents of all shapes and sizes will creep up. Employees may have trouble accessing specific apps; you might uncover bugs in your software; equipment can go missing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whatever the issue is, you and your team can work through it quickly and effectively by adopting an automated incident management process.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You would simply use an enterprise chatbot that could communicate between your ticket management system (e.g. <a href=\"https:\/\/www.workato.com\/integrations\/zendesk?ref=connector-support-automation\">Zendesk<\/a>) and your business communications platform (e.g. <a href=\"https:\/\/www.workato.com\/integrations\/slack?ref=connector-support-automation\">Slack<\/a>). This chatbot would allow you to file a ticket directly in the communications platform and work on it there\u2014up until the issue is resolved (where you can close the ticket in the business communications platform).&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s an <a href=\"https:\/\/blog2workato.wpengine.com\/automated-incident-management\/\">example of an automated incident management process<\/a> where someone not only creates a ticket in Slack but also escalates it.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Customer Support Escalation: Automations Using Slack and Workato\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/7EcvEps21l0?start=58&amp;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Leverage product usage data to detect customers at risk of churn<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Understanding <a href=\"https:\/\/blog2workato.wpengine.com\/product-usage-data\/\">how customers are using your product<\/a> over various points in time can help you better understand the extent to which a customer is seeing value from your organization. This type of insight can help your support team better determine which customers they reach out to, and when they should reach them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whatever type of product usage data makes sense to track at your organization, you can build an end-to-end automation that\u2019s triggered once that data falls at, or below, a certain predefined level. Your reps can then be made aware of this insight in real-time, allowing them to take action quickly.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s how it can work:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/blog2workato.wpengine.com\/wp-content\/uploads\/2026\/09\/0qOmHzfEIwBDVjpS0u0vjWdBSf-DzyoTSf_LZJJCyHm4xCartY4xitt32OfJkS4KlX425_ksujq_esXo8egNSE4dxjqorpSsLctJ6N-Y6yBK6VVfiYhD_mgsUBS7ta_BGZLXqZT4.png\" alt=\"A workflow that gives CSMs reports of accounts that are likely to churn\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">1. Once a data warehouse (e.g. <a href=\"https:\/\/www.workato.com\/integrations\/snowflake?ref=connector-support-automation\">Snowflake<\/a>) detects the customer\u2019s product usage falling to a certain level, the workflow gets triggered.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. The customer\u2019s activity data that lives in various platforms, such as a CRM like <a href=\"https:\/\/www.workato.com\/integrations\/salesforce?ref=connector-support-automation\">Salesforce<\/a> and a marketing automation platform like <a href=\"https:\/\/www.workato.com\/integrations\/marketo?ref=connector-support-automation\">Marketo<\/a>, gets collected and put into a health report in a Google Doc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. An enterprise chatbot shares the health report with the appropriate customer support manager via your organization\u2019s business communications platform.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Automate the process of addressing customer feedback<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If you use surveys to track customer sentiment, you can easily keep tabs on the responses and react to any respondent quickly by using support automation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s how it can work:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1. You collect survey responses using a platform like <a href=\"https:\/\/www.workato.com\/integrations\/surveymonkey?ref=connector-support-automation\">SurveyMonkey<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. As the responses come in, they get shared in a specific channel within your business communications platform where your support reps can monitor them.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. Your reps can track the responses in real time and respond to each accordingly.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Enable employees to get their questions answered with ease<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Customers aren\u2019t your only stakeholders that expect a 5-star experience.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your employees, regardless of their role, want your organization to equip them with the tools, equipment, and insights they need to carry out their day-to-day tasks more effectively.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One step toward meeting these wants is building out a support automation that allows your employees to get their questions answered in mere seconds.\u00a0<br><br><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/blog2workato.wpengine.com\/wp-content\/uploads\/2026\/09\/Workato-11-2.png\"><img decoding=\"async\" src=\"https:\/\/blog2workato.wpengine.com\/wp-content\/uploads\/2026\/09\/Workato-11-2.png\" alt=\"\" class=\"wp-image-43350\"\/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Here&#8217;s how it can work:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1. An employee accesses a chatbot within their business communications platform, and clicks \u201cSearch Zendesk Article\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. A modal pops up, where the employee can enter the keyword(s) of the topic they\u2019re interested in along with the Zendesk category it falls under.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. The chatbot then uses the inputs to comb through the Zendesk knowledge base and identify articles that can help the employee (it does this in real time).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">4. The employee then sees these Zendesk knowledge articles appear in the modal, and they can click on any they\u2019d like to read or post it to a channel with the click of a button.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Related: <\/em><a href=\"https:\/\/blog2workato.wpengine.com\/support-automation-guide\/\"><em>3 ways to automate your service desk<\/em><\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5. Provide employees with the equipment they need to be successful<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Your employees\u2019 equipment-related needs are also likely to evolve over time.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can ensure that employees\u2019 needs get met quickly and easily by empowering them to make the requests in a platform they\u2019re already working on (i.e. your business communications platform).<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Streamline Your IT Help Desk | Automations for IT\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/rXuB5-MzdYI?start=354&amp;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">1. An employee accesses a chatbot within their business communications platform, and clicks \u201cEquipment Provisioning\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. A ticket gets created in a tool like <a href=\"https:\/\/www.workato.com\/integrations\/service_now?ref=connector-support-automation\">ServiceNow<\/a>, and, within the business comms platform, the employee can begin adding to the ticket by selecting the equipment they need.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. The approver then receives a message within the business comms platform that notifies them of the request, allows them to review the ticket in ServiceNow via its link, and enables them to approve or reject the request with the click of a button.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Benefits of customer support automation<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here are just some of the benefits you can expect after applying these customer support automations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. You\u2019ll provide better customer experiences <\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">By resolving customer issues faster and addressing any proactively, your customers are not only more likely to enjoy working with your team, but also see greater value from using your product.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. You\u2019ll empower employees in support-related roles to save time <\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Support automation allows your reps to perform all of their work in one place (your business communications platform). The ability to avoid app-hopping saves them a substantial amount of time, and should allow them to focus on more business-critical work, instead.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. You\u2019ll give employees a complete customer view in a single platform <\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">By integrating your apps and allowing the data to move between them seamlessly, your reps can track all of the customer activity, from their ticket history to their product usage, in a single platform. Like the previous benefit, this prevents reps from moving between apps and it all but ensures that no customer insight gets lost or underutilized.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. You\u2019ll improve employee engagement <\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Arming employees with the equipment, apps, and insights they need through a high-performing help desk puts employees in a better position to succeed, which, in turn, increases their job satisfaction.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5. You\u2019ll improve key business metrics <\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Whether it\u2019s customer or employee-specific metrics, like retention and customer lifetime value, or broader business KPIs, like revenue growth, you should see improvements across the board.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><meta charset=\"utf-8\"><em>Related: <a href=\"https:\/\/www.workato.com\/the-connector\/itsm-integration-guide\/\">The benefits of ITSM integration<\/a><span style=\"font-size: revert; color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif;\"><\/span><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Support automation tools<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Now that you\u2019re bought into automating your support processes, let\u2019s review a few of your implementation options:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. AI-powered chatbots<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This type of chatbot can communicate between your business comms platform and the rest of your apps. This allows your employees to work in their apps and automate their workflows without leaving your business comms platform.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We already saw a few of its applications from our earlier examples, but here\u2019s a comprehensive list of ways it can support employees and customers.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Applications for supporting employees:<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Uncovering answers to all kinds of questions<\/li>\n\n\n\n<li>Making requests and reviewing\/approving any<\/li>\n\n\n\n<li>Hosting recurring team standups<\/li>\n\n\n\n<li>Sharing files<\/li>\n\n\n\n<li>Submitting referrals<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Applications for supporting clients:<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Managing the full lifecycle of support tickets<\/li>\n\n\n\n<li>Analyzing product usage data<\/li>\n\n\n\n<li>Identifying support reps for specific accounts<\/li>\n\n\n\n<li>Viewing customer email logs<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Integration-led automation platform<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This type of platform allows you to integrate your apps and automate your workflows across apps, data, and teams. It does this by \u201clistening\u201d to your applications for business events, which,&nbsp; when identified, triggers business outcomes (or actions) across your apps.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By leveraging this platform, your support reps and customer success managers can access all the insights they need without moving between apps. This saves them time, which they can reallocate towards delivering value for clients. And it allows them to gain a 360 degree view of their clients, which can aid their efforts in supporting clients thoughtfully and productively.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Furthermore, by using a webhook to trigger the workflow, an integration-led automation platform can help your team move quickly in supporting clients (as the trigger occurs based on real-time data).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fortunately, there\u2019s a platform that lets you leverage both of these support automation tools. You can read on to learn more.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Related: <a href=\"https:\/\/www.workato.com\/the-connector\/task-automation\/\">3 task automations tools worth considering<\/a><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Use Workato to automate your support workflows<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Workato, the leader in integration-led automation, lets you integrate your apps and automate your workflows end-to-end. In addition, the platform offers Workbot\u00ae, a customizable, enterprise chatbot.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Using Workbot, your reps can work in their apps and automate their workflows without leaving your business comms platform, whether it\u2019s <a href=\"https:\/\/www.workato.com\/workbot-slack?ref=connector-support-automation\">Slack<\/a>, <a href=\"https:\/\/www.workato.com\/workbot-teams?ref=connector-support-automation\">Microsoft Teams<\/a>, or <a href=\"https:\/\/www.workato.com\/workbot-fb-workplace?ref=connector-support-automation\">Facebook Workplace<\/a>. All the while, Workbot allows your employees to ask questions and make requests as necessary within these apps.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To learn more about how Workato can transform your support processes, you can connect with one of our automation experts.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-horizontal is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-7d812b4c wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.workato.com\/request_demo?ref=connector-support-automation\">Schedule a demo<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The quality of your customer support can make or break your organization\u2019s growth trajectory. According to a study by Microsoft, 96% of customers consider the quality of customer support they receive when deciding whether to be loyal to a brand. This decision, in and of itself, can have a huge influence on your bottom line. [&hellip;]<\/p>\n","protected":false},"author":49,"featured_media":12119,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31],"tags":[],"class_list":["post-1638","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automation-integration"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Support automation: what it is and 5 ways you can apply it - Workato<\/title>\n<meta name=\"description\" content=\"From managing incidents to monitoring churn risk, these automations can help your support reps improve customer retention and satisfaction.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog2workato.wpengine.com\/support-automation-guide\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Support automation: what it is and 5 ways you can apply it - Workato\" \/>\n<meta property=\"og:description\" content=\"From managing incidents to monitoring churn risk, these automations can help your support reps improve customer retention and satisfaction.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog2workato.wpengine.com\/support-automation-guide\/\" \/>\n<meta property=\"og:site_name\" content=\"Workato\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-04T20:58:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-30T11:50:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/workato.com\/the-connector\/wp-content\/uploads\/2026\/09\/support-automation.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1980\" \/>\n\t<meta property=\"og:image:height\" content=\"840\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jon Gitlin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jon Gitlin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/blog2workato.wpengine.com\\\/support-automation-guide\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blog2workato.wpengine.com\\\/support-automation-guide\\\/\"},\"author\":{\"name\":\"Jon Gitlin\",\"@id\":\"https:\\\/\\\/www.workato.com\\\/the-connector\\\/#\\\/schema\\\/person\\\/3f3da64b9a8d4e29689a77d18992c857\"},\"headline\":\"Support automation: what it is and 5 ways you can apply it\",\"datePublished\":\"2020-12-04T20:58:38+00:00\",\"dateModified\":\"2026-09-30T11:50:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/blog2workato.wpengine.com\\\/support-automation-guide\\\/\"},\"wordCount\":1705,\"image\":{\"@id\":\"https:\\\/\\\/blog2workato.wpengine.com\\\/support-automation-guide\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/blog2workato.wpengine.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/support-automation.png\",\"articleSection\":[\"Automation &amp; 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