What is a Trigger?

A trigger is a prompt based on an event(s) or customers’ clicks, user behavior, demographic, or other action(s) that results in an automated action. For example, automated emails are triggered due to specific events, such as an action taken (or not) by a website visitor, or a change in a customer’s behavior or profile, or when an ATM withdrawl exceeds a pre-determined limit. A trigger is an event, etc. that occurs now, but is not necessarily significant. Triggers are most useful for immediate automated processes that can be programmed to perform when circumstances change.