Trigger is an event that starts an automated process — a customer texts, sends an email, places an order, changes status... When the event occurs, the workflow runs. Correct trigger = automation running at the right time, by the right person. Zenify recorded a 35% reduction in processing time (approved).
TL;DR
- Trigger is "something that happens" for the workflow to start.
- For example: customer message, new order, tag change.
- Correct trigger = automation at the right time.
- Avoid too large triggers → workflow runs haphazardly.
- Measure activation rate and results.
What is a trigger?
Trigger is the event that starts a workflow. Without triggers, the workflow lies dormant. For example:
Triggers | Workflow runs
Guest message | Automatic reply
New order | Send confirmation + warehouse report
Customer abandoned cart | Send reminder + offer
Tag exchange customers | Switch to the correct group
SLA is about to expire | Agent warnings (see SLA warnings)
Trigger types
Type | Example
Events | Customers text, place orders, call
Time | Every day, every hour, at the end of the month
Status | Order status changes, tag changes
Conditions | Orders over X million, VIP customers
Behavior | View product 3 times, abandon cart
5 principles for setting up effective triggers
1. Trigger must be specific
"Customer message" is too broad — so "customer message from pricing page".
Wide trigger = workflow runs haphazardly, customers are upset.
2. Attach the right intention
Trigger must reflect meaningful behavior.
Add to cart → suggestion; just view the page → don't ask to buy.
3. Avoid duplicate triggers
Two workflows with the same trigger → the customer receives 2 messages.
Check for overlaps (see Name the workflow).
4. Try before turning on wide
Test run with a small team, check sending time and content.
5. Measure activation rate
Which trigger runs a lot, which trigger stays dormant?
Workflow does not run = wrong trigger or wrong condition step.
Standard workflow structure
`
Trigger (event)
→ Condition (if... then...)
→ Action (send message, change tag, create ticket)
→ Other ending/branch
`
See more What is Workflow Automation.
Lỗi thường gặp với trigger
Error | Consequences
Trigger too wide | Sending unnecessary messages
Trigger too narrow | Workflow not running
Duplicate trigger | Guests receive double messages
Don't try | Sending at wrong time, wrong content
Not measured | Not sure if the workflow runs