Conversation Flow Template
Use this template to map out the structure, tone, logic, and purpose of any conversational journey — whether for a chatbot, voice assistant, in-app prompt, or live agent handoff.
1. Conversation Overview
| Field | Description |
|---|---|
| Flow Name | What is this flow called? |
| Owner | Who's responsible for maintaining it? |
| Primary Goal | What outcome should this flow achieve? |
| Secondary Goals | What else should it support or uncover? |
| Trigger Point | When or where does this flow start? |
| Audience Segment | Who is this for? (Persona, behaviour, intent) |
2. Entry Message
What does the first message say?
Tip: Make it clear, engaging, and purpose-driven.
Hi there 👋 Need help choosing the right plan? Let’s figure it out together.
3. Key Decision Branches
List the main paths a user can take. Use natural language options, not technical flow names.
| User Input / Choice | Bot/Brand Response | Next Step |
|---|---|---|
| "I want to compare plans" | “Great! Do you prefer monthly or annual?” | Show plan comparison or ask next question |
| "I have a billing issue" | “Sorry to hear that! Let’s fix it.” | Escalate to support or guide to solution |
| No response after 10 sec | “Still there? I can help if you need.” | Offer help, exit, or pause conversation |
4. Tone & Voice Guidelines
Define how the brand should sound in this flow.
| Tone Attribute | Example Phrase or Behaviour |
|---|---|
| Friendly | “Awesome, let’s get started!” |
| Reassuring | “No worries — I can walk you through it.” |
| Direct | “There are 2 main options. Want the summary?” |
| Brand-specific phrases | “Let’s LEGO this!” or “Bank on it with Monzo” |
5. Fallbacks & Escalation
| Scenario | Fallback Copy / Next Action |
|---|---|
| Unknown user input | “Hmm, I didn’t catch that. Can you rephrase?” |
| Repeated fallback | “I think it’s time we bring in a human.” |
| Urgent/negative sentiment detected | Escalate to live agent with transcript |
6. Success Criteria
Define what success looks like for this flow.
- User reaches a decision (e.g. chooses plan, books demo)
- User is routed to correct team without drop-off
- Feedback or satisfaction score collected
- Conversion, resolution, or next step logged
7. Optimisation Notes (Post-Launch)
Use this section to track feedback and future improvements.
| Issue / Insight | Proposed Change | Owner |
|---|---|---|
| Drop-off after plan comparison | Add follow-up question or CTA | Marketing |
| Too formal tone in fallback | Rewrite fallback with softer tone | Content team |
| Missing product FAQ | Add content block for pricing queries | Product |
Save this template for every major flow. Review and iterate monthly as part of your continuous improvement loop.