Workflow builder
A workflow builder is a visual editor in which a business assembles what its receptionist does from a set of pre-built nodes, without code: the questions, lookups, branches, transfers and follow-up actions.
Also called: flow builder, visual automation builder
Each node does one thing: ask a question, look something up, branch on an answer, send a message, transfer the call, call a webhook. Connecting them describes the call flow and everything that happens after it.
The builder is what makes self-serve possible: the owner configures behavior directly rather than describing it to a service team. Its limits define what a self-built plan can do, and its node set is the honest list of what a product can do.
A generator that drafts a starting workflow from a description of the business is the usual answer to the blank canvas.