In too many organizations, deploy code is a technical backwater, an accumulation of crufty scripts and glue code, forked gems and interns’ earnest attempts to hack up Capistrano. It usually gives off a strong whiff of “sloppily evolved from many 2 am patches with no code review”.
This is insane. Deploy software is the most important software you have. Treat it that way: recruit an owner, allocate real time for development and testing, bake in metrics and track them over time.