Automation Rules: Lead classification, simplified

illustrated marketing and sales funnel

Say hello to Automation Rules. The newest addition to our Conversation Intelligence product. Automation Rules accelerates the existing Key Terms Spotted functionality (previously called Keyword Spotting) with new out-of-the-box templates to help you start categorizing your calls and form submissions quicker than ever before.

Automating your workflow has never been easier. Let’s take a closer look.

How Automation Rules work

Automation Rules automatically classifies and categorizes calls and form submission interactions when specific behavior, attribution, or conversation criteria are met. And it’s valuable for anyone who wants to:

  • Efficiently review and qualify leads when specific criteria are met
  • Automate coaching, training, and quality assurance processes
  • Streamline lead routing or lead classification

Created in direct response to customer feedback, you can now automate the entire lead qualification process in a matter of clicks using our predefined templates. We’ve even created an Industry template that allows you to automatically tag calls and form submissions based on terms specific to your industry — a popular request by our customers.

Classifying or categorizing interactions manually is incredibly time-consuming, labor-intensive, and prone to human error. Customers can now simply dive in and customize these templates as needed without starting the whole process from scratch.

Plus, there’s much more flexibility when it comes to classifying calls (or form submissions). You no longer need to have pre-defined key terms to start using Automation Rules. Instead, you can now set up attribution rules based on behavior identified in your data, such as duration, direction, source, or campaign.

For example, if you’re a marketer that wants to automatically qualify any call or form submission lead that comes from Google Ads and tag it as an opportunity. You can now do that without needing to pre-define a specific key term.

5 Powerful templates

Automating your lead qualification process is easier than ever with Automation Rules. Pick from a range of out-of-the-box templates to begin streamlining workflows in a couple of clicks. Get started with any of the ready-to-go templates and customize the rules as you go to fit the way you want to analyze your interactions.

Here’s a look at the templates you can choose from:

  • Qualified Lead: A lead is scored as qualified when the speaker mentions terms like “appointment set, schedule, consultation, service, payment, buy, price, pricing, quote, estimate, cost, credit card, or purchase.”

  • Customer Rule: This applies the tag ‘conversion’ when any of the following terms are mentioned, “payment, buy, price, pricing, quote, estimate, cost, credit card, purchase, confirm, or appointment set."

  • Quality (Happy Customer): Applies the tag ‘happy customer’ when any of the following terms are mentioned, “great, fantastic, wonderful, thank you, delighted, well done" or LACKS any of these terms: “angry, mad, upset, pissed off, annoyed, bad, poor service, or not great."

  • Quality (Unhappy Customer): Applies the tag ‘unhappy customer’ when any of the following terms are mentioned, “angry, mad, upset, pissed off, annoyed, bad, poor service, not great" or LACKS any of these terms: "great, fantastic, wonderful, thank you, delighted, or well done."

  • Identify Industry Trends: Arguably our most valuable template, this allows you to choose from an extensive industry list such as automotive, b2b, financial, healthcare, home services, legal, and real estate. The key terms will be populated according to the specific industry in question.

    For instance, home services key terms would include terms like "appointment set, come out, emergency, leak, flooding, fire, wind, damage, renovation, improvements, remodel, contractor, bathroom, kitchen, bedroom, living room, dining room, den, great room, garage, deck, patio, roof, gutters, only hot water, only cold water, quote, estimate, HVAC, broken, Angie’s List, Thumbtack, and Yelp."

  • Custom Rule: Instantly get started out-of-the-box.

Getting started with Automation Rules Templates

Setting up Automation Rules is easy. Here’s a step-by-step guide to show you how:


Step 1: Click the Analytics icon in the navigation bar on the left.

Step one of Automation Rules

Step 2: Click the Settings tab at the top of the screen.

Step 3: Click Automation Rules in the sidebar on the left. If you have more than one company, choose the company you'd like to use from the dropdown.

Step 4: Choose one of the templates as a starting point (you can customize as you go), or click the Custom Rule box to build a rule from scratch.

Step 4 of Automation Rules

Step 5: Choose the type of criteria you want to target by selecting one of the three tabs on the left of the screen.

Step 5 of Automation Rules

Then enter the specific criteria you want to target using the larger panel on the right.

Step 5A of Automation Rules

For instance, if you want to target calls in which customers say certain words, you would select the Key terms and phrases tab on the left and then enter the words you want to target on the right.

Step 5B of Automation Rules

Step 6: Lastly, choose an action using the Classification tab in the bottom left. This lets us know how to classify the interactions that meet your criteria.

Step 6 of Automation Rules

You can tag an interaction, score an interaction as qualified or non-qualified, or assign a monetary value to an interaction.

Step 7: Once the rule is active, any interaction that meets the criteria you choose will be automatically classified based on your action.

Ensure your call qualification process rules with Automation Rules

Say goodbye to endlessly analyzing transcript after transcript. Thanks to Automation Rules, you’ll be able to quickly and easily set up fully automated lead categorization — saving your business countless hours, improving your customer service, and helping you fine-tune your marketing strategy going forward.

Want to see the tool in action? Start your 14-day free trial of Conversation Intelligence.