It depends on what specifically you’re seeking assistance with. Some things are now covered with self-service tools: Item Restoration, Mail Return, or moving a Stuck Character.
Other issues aren’t covered by the Game Master team so you’ll be directed to the correct avenue: Bug Reports, Game Feedback.
You can often find answers on a number of topics if you search our Support website: https://battle.net/support/. There may be articles that cover your issue and provide you with what next steps you need to take (if any).
But if you do need to open your ticket you can click on the “Contact Support” link which will take you to a landing page with all of the games we support:
https://battle.net/support/help
Selecting one will bring you to an input form where you can describe the issue you’re having and our support site will try to locate relevant support articles while still offering the option to open a ticket.
If you would prefer to skip the form, you can click on the “I would rather categorize the issue” link, which will allow you to narrow down what you need help with. You’ll still be offered some relevant support articles that we find often help but you can continue to open a support ticket if necessary.
You would be incorrect in this regard. For the Americas region, we have Game Master teams based out of North America and Europe. To provide service around the clock, European GMs may take Americas region tickets when North American GMs are out of the office. The reverse is true for European tickets.
Not everything, but we do automate what we can because it’s more efficient. Why should you have to wait a day to recover an item you lost? The Game Masters could also be assisting others with more impactful issues. So, when there’s a good opportunity to automate simple requests we’ll try to do that.
On occasion ticket times can climb to several days. In those cases, a lot of issues are reported that end up falling into a couple categories:
- Confusion - There’s a new system, and users expect one thing vs another
- Bugs - There’s actually a problem that the dev team needs to fix
So we’ll gather tickets up about a specific topic and send them all a response to let them know the bug has been fixed or giving them resources to help understand a game system (like links to guides on wowhead). From the reports I’ve seen of incorrect replies, they tend to be tickets that used similar language, or were accidentally picked up during a collection of tickets on other topics. We try to avoid that as much as possible, but we also want people to receive information as quickly as possible.
What tends to be forgotten about those times is that ticket waits for almost always several days or in some cases over a week. When I first started as a Game Master in 2008 (towards the end of BC), there was a small number of tasks I was trained on. Everything else needed to go up to “Specialists” GMs. So you’d wait 1-2 days for a GM to reply, and they’d tell you that your ticket was going to need another 3-4 days (or more) for a Specialist. It wasn’t the best experience. Also, hope your account didn’t get compromised during this period. Back during those times, the wait could be up to a month. You may be asked if you’d rather receive a “Care Package” of gear and gold instead of a full restoration.
Sure, sometimes you got to chat with a Game Master but asking a GM for a joke at the end of your conversation also meant delaying help to another player.
As a GM I had a lot of fun telling jokes and chatting with players but it wasn’t the most efficient way to provide support to a quickly growing player base like WOW (additionally, the library of Blizzard titles was growing around this time).
Every ticket is followed by a Survey that lets us measure how we’re doing in terms of support and I can guarantee you that the responses to those surveys are not as one sided as you assume. That being said, if you do have a support ticket and you’re not happy with how it was handled please fill out the survey. It’s easy to be frustrated and just dismiss the incident as “no one cares” but the surveys are important and helps our teams identify areas of improvement. On the flip side of that, if you had a good experience you should also fill out the survey. That is just as important, and lets us know the things we should keep doing or expand on.
For sure, this is fair feedback. It goes back to that efficiency I was talking about. When I was a Game Master I had a handful of messages I’d send for a specific topic. For example, if someone was requesting an item restoration (before it was automated) I had 3-4 version of a “restoration granted” that I could use. My goal with them was to always have fun, but they were by definition “canned”. I don’t need to write a custom reply every time I restore a piece of gear… That takes a lot of extra time I could spend helping the next person 
Anyway! I’ve rambled on a bit, but I wanted to make sure the OP knew how to open a ticket and hopefully dispel some of the myths about Blizzard Support.