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Conversation Engine Checklist

Use this checklist before launching (or relaunching) any major conversational experience. It’s grouped into four phases: Strategy, Build, Launch, and Optimise.

Strategy & Planning

  • Have you clearly defined the primary goal of the conversation?
  • Do you understand the audience’s intent, expectations, and language?
  • Is your tone of voice documented and consistent with your brand?
  • Have you mapped the customer journey around this flow or feature?
  • Is the flow aligned with business objectives and KPIs?

Build & Design

  • Have you drafted the conversation flow using a clear decision tree or map?
  • Are key messages short, conversational, and action-oriented?
  • Are fallbacks and edge cases defined and handled gracefully?
  • Are hand-offs to humans (support, sales, etc.) seamless and timely?
  • Is the experience accessible across devices and inclusive of different needs?
  • Is user data handled in a way that’s secure and compliant?

Launch Readiness

  • Has the experience been tested across all entry points and devices?
  • Have internal teams been trained on escalation protocols and tools?
  • Are analytics and success metrics configured (e.g. conversion, CSAT, resolution)?
  • Have you set up tracking for drop-offs, sentiment, and unresolved queries?
  • Is your system integrated with CRM or support tools if needed?
  • Do users know how to exit or ask for help?

Optimisation & Feedback Loop

  • Is there a weekly or monthly review process in place for conversation data?
  • Are transcripts or chat logs reviewed regularly for insight?
  • Is there a clear owner for making flow updates or bug fixes?
  • Are you collecting qualitative feedback from users or support teams?
  • Are you tracking performance trends and testing small changes regularly?
  • Have you documented what’s working — and why?

Ready to Launch?

If you can check at least 90% of the boxes above, you’re in a great position to deploy — and improve.

“The best conversation systems aren’t perfect. They’re prepared to learn.”

➡️ Pair this with the Conversation Flow Template to design smarter journeys, and revisit the Continuous Improvement Rule to keep getting better.