Triggers

Triggers are the conditions that activate automations. When the AI detects a trigger during an interview, it pauses the normal question flow and executes your configured actions.

There are two trigger types: topic-based and sentiment-based.

Topic-Based Triggers#

Topic triggers fire when the respondent discusses a specific subject.

Available topic triggers:

Pricing too expensive: The customer indicates pricing is too high or outside their budget.

Discount request: The customer explicitly asks for a discount, promo code, or special pricing.

Bug spotted: The customer reports a bug, error, or something that is not working correctly.

Feature missing: The customer mentions a feature they need that is not available.

Integration issue: The customer has trouble with a third-party integration or wants an integration you do not offer.

Account access issue: The customer cannot log in, forgot a password, or is locked out.

Billing issue: The customer has a problem with invoices, charges, or payment processing.

Delivery issue: The customer reports problems with delivery, shipping, or receiving your product or service.

Compliance or security concern: The customer asks about security, data privacy, GDPR, SOC 2, or compliance.

Return or refund request: The customer wants to return the product or request a refund.

Product quality concern: The customer is unhappy with product quality, reliability, or performance.

Inventory or stock issue: The customer encounters out-of-stock items or availability problems.

Partnership or reseller interest: The customer asks about becoming a partner, reseller, or affiliate.

Sentiment-Based Triggers#

Sentiment triggers fire when the respondent expresses a specific emotional state.

Available sentiment triggers:

Angry / churn risk: The customer is frustrated, upset, or showing signs they might leave.

Confused / stuck: The customer is lost, unclear about how something works, or struggling to understand.

Skeptical / price sensitive: The customer is hesitant, questioning value, or focused on cost versus benefit.

Urgent buying intent: The customer shows strong interest in purchasing soon.

Delighted fan: The customer loves your product or expresses strong satisfaction.

How Detection Works#

The AI uses semantic understanding rather than exact keyword matching.

For example, these can all match "Pricing too expensive":

• "That's way out of my budget"
• "I was hoping for something cheaper"
• "Your competitor charges half that price"
• "I can't afford the Starter plan"

The AI interprets meaning and context, not just exact phrases.

One Trigger Per Automation#

Each automation has exactly one trigger. You cannot combine multiple triggers like "pricing too expensive OR feature missing" in a single automation.

If you need to handle multiple scenarios, create separate automations up to your plan limit.

Avoid Overlapping Triggers#

Diaform checks active automations as the conversation progresses. If multiple rules could match the same moment, the AI prioritizes one action flow at a time.

Keep automation triggers specific so respondents do not see competing action cards in the same interview.

Choosing the Right Trigger#

Ask:

What customer behavior matters most? Prioritize high-value moments such as hot leads, churn risks, feature requests, or urgent issues.

What can you realistically respond to? Do not set up a meeting automation unless someone monitors the calendar.

What aligns with your goal? Revenue teams may use buying intent and pricing triggers. Product teams may use feature missing and bug spotted. Support teams may use churn risk and confusion.

Start with one or two high-priority automations, then add more once you see how respondents trigger them.

Next Steps#

Now that you understand triggers, learn about Actions.

Or jump to Examples & Recipes to see complete automation setups.