The Challenge

An enterprise EdTech company was grappling with a high volume of support requests funneling into a single shared email inbox. These tickets originated from both students and faculty and spanned a wide range of topics, including:

• Exam-related queries

• Administrative issues

• Fee-related concerns

• Login problems

• Document and timetable requests

Without an automated system to classify and assign tickets, every incoming request had to be manually reviewed and routed to the appropriate department. This manual process led to:

• Slow response times

• Missed SLA targets

• Manual routing prone to errors

• Overburdened support staff

The Solution

To streamline support workflows and improve SLA performance, we implemented an AI-powered ticket categorization and routing system. The solution was structured in three layers:

AI-Powered Categorization

We leveraged OpenAI’s language models to analyze both the subject lines and message content of support tickets. The AI assigned each ticket to predefined categories and sub-categories, aligned with relevant departments.

Zapier as the Integration Layer

HubSpot, the client’s CRM platform, lacked native OpenAI integration. To bridge this gap, we used Zapier as the middleware. New tickets submitted via HubSpot were sent to Zapier, where OpenAI processed the content and returned the appropriate category label.

Automated Routing in HubSpot

Once categorized, tickets were automatically routed to the correct department or agent using HubSpot’s workflow automation. The system was designed to handle multilingual inputs, enhancing the platform’s global support capabilities.

Conclusion

By architecting a seamless integration between OpenAI, Zapier, and HubSpot, we delivered an automated support system capable of intelligent ticket categorisation, multilingual processing, and real-time routing. The result: faster resolutions, reduced manual overhead, and improved SLA performance - achieved without disrupting the client’s existing tech stack. This solution lays a strong foundation for future AI-driven process enhancements.