Techniques are described for routing service requests. Actions performed by an individual in an application are detected and used to determine a category of product or service that the individual is interested in. An activity record can be stored in an activity data store, the activity record identifying the individual and the category of interest determined for the individual. On subsequently receiving a service request from the individual, to an environment such as a call center, the activity record can be accessed and used to predict the individual's service need as corresponding to the category determined based on their previous actions. The service request is then automatically routed to a service representative who is suited to handle requests in that particular category. In some implementations, the category can be predicted and/or inferred based on the detected user activities in particular portions of the application.