SF-AI-Agentforce-ConversationDesign Skill

"Users don't fail conversations — conversations fail users."

Conversation design is the discipline of crafting agent interactions that feel natural, resolve issues efficiently, and gracefully handle the unexpected. This skill brings structured conversation design methodology to Salesforce Agentforce, combining industry frameworks (Google, IBM, PatternFly) with Salesforce-specific implementation patterns.

---

⚡ Quick Start

New agent? Start here:

1. Design your persona → Persona Design Guide
2. Architect your topics → Topic Architecture Guide
3. Write instructions → Instruction Writing Guide
4. Score your design → Quality Scorecard

Existing agent needs improvement? Start here:

1. Run the Quality Scorecard assessment
2. Review Anti-Patterns for quick wins
3. Build an Improvement Plan

---

📚 Document Map

Tier 1 — Start Here

Document	Purpose
This file (SKILL.md)	Scoring rubric, methodology overview, core principles
README.md	Quick start, prerequisites, getting started

Tier 1.5 — Reference Guides (Extracted)

Document	Purpose
Scoring Rubric	Full 8-category detailed criteria tables
Quality Assessment	Assessment process + quick health check
Continuous Improvement	Iteration cycle, KPIs, utterance analysis

Tier 2 — Design Guides

Document	Purpose
Persona Design Guide	How to define agent personality, tone, and communication style
Topic Architecture Guide	Bottom-up topic design, classification descriptions, scope boundaries
Instruction Writing Guide	Three-level instruction framework with do's, don'ts, and examples

Tier 3 — Reference Resources

Document	Purpose
Conversation Patterns	IBM's 5 patterns mapped to Agentforce implementation
Industry Frameworks	Google, IBM, PatternFly, Salesforce framework mappings
Anti-Patterns	Common mistakes with examples and fixes
Guardrail Hierarchy	Four-layer guardrail model for safety
Escalation Patterns	Trigger catalog and Omni-Channel routing
Quality Metrics	KPI definitions, benchmarks, measurement methods

Tier 4 — Templates & Examples

Document	Purpose
Persona Document	Fill-in persona template
Topic Architecture	Topic mapping worksheet
Utterance Library	Structured utterance collection template
Escalation Matrix	Escalation decision matrix
Quality Scorecard	120-point assessment template
Improvement Plan	Prioritized improvement template
Service Agent Persona	Example: SaaS customer service persona
Retail Topic Architecture	Example: retail agent topic hierarchy
Healthcare Escalation	Example: healthcare escalation matrix

---

🏆 Scoring System (120 Points)

See references/scoring-rubric.md for the full per-criterion breakdown of all 8 categories.

Category Summary

#	Category	Points	Weight
1	Persona & Tone	15	12.5%
2	Topic Architecture	20	16.7%
3	Instruction Quality	20	16.7%
4	Dialog Flow Design	15	12.5%
5	Utterance Coverage	15	12.5%
6	Escalation Design	15	12.5%
7	Guardrails & Safety	10	8.3%
8	Continuous Improvement	10	8.3%
	TOTAL	120	100%

Grade Scale

Grade	Score Range	Description
A	108-120	Production-ready, exceptional design
B	96-107	Good design, minor gaps
C	84-95	Adequate, needs targeted improvements
D	72-83	Significant gaps, not production-ready
F	<72	Major redesign required

---

🎭 Persona Design

A persona defines your agent's personality, communication style, and behavioral constraints — the foundation for consistent, brand-aligned interactions.

Persona Components

1. Identity — Name, role, department, target audience
2. Tone Register — Casual, neutral, or formal (Agentforce setting)
3. Personality Traits — 3-5 traits that shape response style
4. Communication Style — Sentence length, vocabulary level, empathy patterns
5. Limitations — What the agent explicitly will not do
6. Messages — Welcome message and error/fallback message (<=800 chars each)

Salesforce Implementation

Agent Builder → Agent Settings → Instructions (Agent-Level)
Agent Builder → Agent Settings → Tone (Casual/Neutral/Formal)
Agent Builder → Channels → Welcome Message / Error Message

The persona lives primarily in agent-level instructions. Write them like training a new employee on Day 1 — focus on who they are and how they communicate, not on specific task procedures.

Deep Dive: Persona Design Guide | Template: Persona Document | Example: Service Agent Persona

---

🏗️ Topic Architecture

Topics group related actions under classification descriptions for routing. Use bottom-up design: list all actions → group by user intent → write classification descriptions → test for semantic distinctness.

Architecture Rules

Rule	Guideline	Rationale
Topic count	<=10 per agent	More topics = more classification ambiguity
Actions per topic	<=5 per topic	Keeps topics focused and testable
Classification overlap	<30% shared vocabulary	Prevents misrouting between similar topics
Scope boundaries	Explicit out-of-scope list	Prevents hallucination on unknown intents

Classification Descriptions

The single most important text in your agent design — they determine routing accuracy.

✅ GOOD: "This topic handles questions about existing order status, including
tracking information, estimated delivery dates, and order modification
requests. It does NOT handle new order placement or returns."

❌ BAD: "Order stuff"

Test: Can you read two descriptions and immediately tell which utterance belongs where?

Deep Dive: Topic Architecture Guide | Template: Topic Architecture | Example: Retail Topic Architecture

---

✍️ Instruction Writing

Instructions operate at three levels: Agent-level (persona, global rules, 200-500w), Topic-level (workflow logic, 100-300w), Action-level (when/how to invoke, 50-150w).

Core Principles

1. Guidance over determinism — Guide reasoning, don't hard-code every decision. "Prioritize empathy and escalate if unresolved within 2-3 exchanges" vs scripting every anger keyword.
2. Positive framing — "Always verify identity before accessing account details" not "Don't ever access without verifying."
3. Business principles, not decision trees — If your instruction contains if...then...else with thresholds, it belongs in Flow/Apex.
4. Knowledge over hard-coding — Use Knowledge actions (RAG) for policies, don't inline policy text in instructions.

Deep Dive: Instruction Writing Guide

---

🔄 Dialog Flow Patterns

Every conversation follows a six-phase lifecycle: Greeting → Classification → Gathering → Processing → Response → Close.

Key design rules:

• Progressive disclosure: Max 2-3 choices per turn. If more options exist, ask a qualifying question first.
• Context preservation: Reference prior turns, avoid re-asking for information already provided.
• Error recovery: Define clarification prompts, disambiguation paths, and graceful fallbacks for every phase.
• Explicit closing: Summarize what was accomplished, offer follow-up, farewell appropriate to tone.

---

📝 Utterance Design

Utterances are test cases for your topic architecture — they validate that classification descriptions route correctly.

Categories & Targets

Category	Purpose	Target per Topic
Happy Path	Primary intent, clear phrasing	>=5
Synonym	Alternate vocabulary	>=3
Edge Case	Ambiguous, multi-intent	>=2
Adversarial	Injection, manipulation (global)	>=5
Out-of-Scope	Should NOT match (global)	>=5

Process: Start with real data (CRM cases, chat logs) → brainstorm synonyms → add edge cases → include adversarial → test in Testing Center → iterate on failures.

Template: Utterance Library

---

🚨 Escalation Design

Escalation is not failure — it's a safety net ensuring customers always reach resolution.

Trigger Catalog

Trigger Type	Condition	Priority
Explicit	Customer requests human agent	P1
Safety	Self-harm, threats, emergency, legal	P1
Sentiment	Customer frustration or anger	P2
Complexity	>6 turns without resolution	P2
Policy	Request exceeds agent authority	P2
Technical	Action failure, system error	P3

When escalating, pass: conversation transcript, customer identity, issue summary, actions taken, and escalation reason. Agentforce provides a pre-built Escalation Topic that routes via Omni-Channel.

Deep Dive: Escalation Patterns | Template: Escalation Matrix

---

🛡️ Guardrails & Safety

Safety operates through four layers: Einstein Trust Layer (platform — toxicity detection, PII masking, automatic), Topic Classification (scope boundaries as first defense), Instructions (behavioral constraints — "never provide legal/medical advice"), Flow/Apex (deterministic business rule enforcement).

Critical Rule: Never rely on instructions alone for safety-critical decisions. Instructions are probabilistic. Financial limits, compliance checks, and approval gates MUST be in Flow or Apex.

Deep Dive: Guardrail Hierarchy

---

📊 Quality Assessment & Continuous Improvement

See references/quality-assessment.md for the full assessment process and 5-question quick health check.

See references/continuous-improvement.md for the Monitor → Analyze → Fix → Retest → Deploy iteration cycle, KPI targets, and utterance analysis process.

---

⚠️ Anti-Patterns

#	Anti-Pattern	Impact	Fix
1	Negative instructions	Confuses LLM reasoning	Reframe positively
2	Over-constraining	Rigid, brittle responses	Use guiding principles
3	Business rules in instructions	Inconsistent enforcement	Move to Flow/Apex
4	Monolithic topics	Poor classification accuracy	Split into focused topics
5	Overlapping classifications	Misrouting	Make descriptions distinct
6	Missing escalation paths	Dead-end conversations	Define triggers for all failure modes
7	No utterance testing	Untested classification	Build utterance library
8	Hard-coded policies	Stale information	Use Knowledge actions
9	Ignoring context	Repetitive re-asking	Leverage conversation state
10	Happy-path-only testing	Fragile in production	Test edge cases and adversarial

Deep Dive: Anti-Patterns — Full examples with before/after fixes.

---

🔗 Chain Integration

This skill is the first step in the Agentforce development chain:

From This Skill	To Skill	What's Handed Off
Topic architecture	sf-ai-agentscript	Topic names, actions, classification descriptions
Instruction sets	sf-ai-agentscript	Three-level instructions for agent script
Utterance library	sf-ai-agentforce-testing	Test cases for multi-turn testing
Escalation matrix	sf-flow	Escalation flow logic
Action definitions	sf-apex / sf-flow	Action implementation requirements

---

📎 Credits & References

• Google Conversation Design Guidelines
• IBM Natural Conversation Framework
• Red Hat PatternFly AI Design System
• Salesforce Conversational AI Design Guide
• Salesforce Architect: Agentic Patterns & Taxonomy

See CREDITS.md for full attribution.