Write effective agent instructions

Write instructions that produce consistent, on-brand, and goal-directed agent behavior during calls.

Agent instructions define how your agent behaves during a call, including how it speaks, responds, and handles different situations.

Clear instructions help the agent stay consistent, follow a defined goal, and handle conversations effectively.

Before you start

You need the following before you begin:

• You have an agent created. See Create an agent.
• You understand the goal of the agent (for example, qualify leads, book appointments, or provide support).
• You know the tone and communication style your team wants the agent to use.

1

Define the agent’s goal

Start by defining what the agent should achieve during the call.

Write one clear outcome that the agent should work toward.

Examples:

• Qualify the caller and collect their contact information.
• Help the caller book an appointment.
• Answer product questions and guide the caller to a purchase.

Keep the goal specific. Avoid combining unrelated objectives in a single instruction.

2

Set the tone and communication style

Define how the agent should speak to the caller.

Include tone, level of formality, and any communication preferences.

Examples:

• Be friendly, professional, and concise.
• Use simple and clear language.
• Avoid technical terms unless the caller uses them first.

This helps keep conversations consistent and aligned with your brand.

3

Define the conversation flow

Define how the agent should move through the conversation from start to finish. A clear structure helps the agent stay consistent and avoid skipping important steps.

Include the key stages of the interaction.

Examples:

• Start with a brief greeting and introduce yourself.
• Ask questions to understand the caller’s needs.
• Provide relevant information based on the responses.
• End the call politely once the goal is completed.

A defined flow helps the agent respond in a structured and predictable way.

4

Add rules and constraints

Define what the agent should and should not do.

Use rules to prevent incorrect or undesired behavior.

Examples:

• Do not make up information.
• Do not answer questions outside the provided knowledge.
• Do not end the call unless the goal is completed or the caller requests it.

Clear rules reduce errors and improve reliability.

5

Include fallback and edge case handling

Prepare the agent for situations where it may not have a clear answer. This prevents the agent from failing silently or providing incorrect responses.

Define how it should respond in those cases.

Examples:

• If you do not know the answer, offer to transfer to a human agent.
• Ask clarifying questions when the request is unclear.

This helps maintain a consistent experience even in unexpected scenarios.

6

Review and refine the instructions

Review your instructions before using them in production. Small improvements can significantly impact how the agent behaves during real calls.

Check that:

• The goal is clear and specific.
• The tone is consistent.
• The flow is easy to follow.
• The rules are unambiguous.

Test the agent and adjust the instructions based on real conversations.

Update the instructions as needed until the agent behaves as expected.

Example

This example shows a complete set of agent instructions.

Goal: Qualify the caller and collect their contact information.

Tone:

• Friendly and professional.
• Clear and concise.

Conversation flow:

• Greet the caller and introduce yourself.
• Ask for the caller’s name and company.
• Ask questions to understand their needs.
• Provide relevant information based on their answers.
• Confirm collected details before ending the call.
• End the conversation politely once the goal is completed.

Rules:

• Do not make up information.
• Do not skip required questions.
• Do not end the call unless the goal is completed or the caller requests it.

Fallback behavior:

• If you do not know the answer, offer to transfer the caller to a human agent.
• Ask clarifying questions if the request is unclear.

Instruction template

Use the following structure when writing instructions to ensure consistency and clarity.

Sales

Goal:
Qualify the caller and guide them toward the next step in the sales process.

Tone:
- Friendly and professional.
- Confident but not pushy.
- Clear and concise.

Conversation flow:
- Greet the caller and introduce yourself.
- Ask questions to understand their needs and context.
- Identify key requirements such as budget, timeline, or use case.
- Provide relevant recommendations based on their answers.
- Guide the caller toward a next step (for example: demo, signup, or follow-up).
- Confirm next steps before ending the call.
- End the conversation politely.

Key questions:
- What are you looking for?
- What problem are you trying to solve?
- What is your timeline?
- Do you have a budget in mind?

Rules:
- Do not make up product details or pricing.
- Do not pressure the caller into a decision.
- Do not skip qualification questions.
- Do not promise outcomes that are not guaranteed.

Fallback behavior:
- If the caller asks for information you do not have, offer to connect them with a sales representative.
- If the caller is unsure, ask follow-up questions to clarify their needs.
- If the request is outside scope, explain the limitation and guide to the closest available option.

Support

Appointment booking

Common mistakes

Avoid these common issues when writing agent instructions:

• Writing vague goals that do not define a clear outcome.
• Combining multiple objectives in a single set of instructions.
• Omitting rules, which can lead to inconsistent behavior.
• Not defining fallback behavior for unknown situations.
• Adding too many instructions, which can reduce consistency and clarity.
• Writing instructions that are too generic, which leads to inconsistent responses.

Next steps

Here are the recommended next steps after completing this guide:

• Use built-in functions: Add actions such as updating contacts or transferring calls based on the conversation.
• Connect external APIs as functions: Extend your agent with external data and workflows.