24. The apparatus of claim 15 , which comprises a user interface receiving a communication from a user, the communication defining the at least one reference word, the interrogation module identifying at least one rule associated with the at least one reference word, the at least one reference word and the at least one rule being stored in the reference database for interrogation when the incoming call is received.
25. The apparatus of claim 24 , wherein a plurality of configuration options are communicated to the user via an Interactive Voice Response (IVR) module, and responses received from the user being stored in the reference database as reference words and associated rules.