In the proposed work is performed a text classification for a chatbot application used by a company working in assistance services of automatic warehouses. industries. Specifically, text mining technique is adopted for the classification of questions and answers. Business Process Modeling Notation (BPMN) models describe the passage from “AS-IS” to “TO BE” in the context of the analyzed industry, by focusing the attention mainly on customer and technical support services where chatbot is adopted. A two-step process model is used to connect technological improvements and relationship marketing in chatbot assistance: the first step provides the hierarchical clustering able to classify questions and answers through Latent Dirichlet Allocation -LDA- algorithm, and the second one executes the Tag Cloud representing the visual representation of more frequent words contained in the experimental dataset. Tag cloud is used to show the critical issues that customers find in the usage of the proposed service. By considering an initial dataset, 24 hierarchical clusters are found representing the preliminary combination of the couple’s question-answer. The proposed approach is suitable to automatically construct a combination of chatbot questions and appropriate answers in intelligent systems.