How to configure communication style rules

You will learn

What communication style rules are, what they can and can’t do, and how to write rules that meaningfully shape how Customer Agent writes.

Before you begin

You’ll need:

• An Owner, Admin, or Manager role
• Tone of voice set (recommended — rules layer on top of tone)

What communication style rules are

Communication style rules are specific writing guidelines that apply to every Customer Agent response, across every skill and channel. Where tone sets the overall vibe, communication style rules handle the mechanics — sentence length, formatting, specific word choices, phrases to avoid.

You can create up to 20 rules. Most brands need only 3-5.

What rules can do

• Replace specific words (“never say ‘unfortunately’”)
• Enforce vocabulary (“call it a ‘ride’ not a ‘trip’”)
• Forbid specific phrases
• Add disclaimers (e.g., “always remind shoppers to consult a doctor”)
• Set formatting (sentence length, bullet lists, emoji use)

What rules cannot do

This is the most common confusion — communication style rules are about how Customer Agent writes, not what it does. Rules cannot:

• Look up customer data
• Check inventory or order status
• Take actions in external systems
• Decide which skill handles a request

If you need any of those behaviors, you need a skill or a tool, not a rule. Rules that assume the agent can access customer data may cause it to fabricate information — never write rules that reference order history, customer names, or account status.

Set it up

1. Navigate to Customer Agent > Guidance > Communication style.
2. Click Add rule.
3. Write a Title (up to 100 characters) — short and descriptive.
4. Write a Description (up to 500 characters) — the actual rule and any context Customer Agent needs to follow it.
5. Click Save.
6. Test the rule in the playground.

Writing good rules

Good rules are:

• Specific — “Keep responses under three sentences” beats “be concise”
• Actionable — phrased as something Customer Agent can clearly do or not do
• Single-purpose — one rule per concept, so they’re easy to enable, disable, and debug

Vague rules (“be helpful,” “make customers happy”) don’t change behavior. They duplicate what tone already does.

How to structure a rule

A well-structured rule has three parts: the behavior (what to do or avoid), the specifics (the exact words, phrases, or formats — spell them out), and the why (one line of brand context that helps the agent apply the rule in situations you didn’t anticipate). Use the Title as a short label and put all three parts in the Description.

Examples

The examples below are drawn from real brand configurations, organized by what they do. Each shows the Title in bold, followed by the Description as you’d enter it. Copy the ones that fit and adapt the specifics to your brand — most brands need rules from only two or three of these categories.

Vocabulary and word choice

• Say guest, never customer — Always refer to the person as a “guest,” never “customer” or “user.” We treat every interaction like they’ve walked into our studio.
• Use British English — Use British English throughout: delivery, returns, postcode, colour. Not shipping, zip code, color. We’re a UK retailer.

Forbidden words and phrases

• Never say “unfortunately” — Never use the word “unfortunately” — it signals a no-answer. Lead with what we can do instead. “Your order ships Monday” beats “Unfortunately we can’t ship until Monday.”
• No fur baby or doggo — Avoid “fur baby,” “doggo,” “pupper,” and similar cutesy pet language. Talk to customers like adults looking for a durable solution for their dog.
• No negative body language — Never use “problem areas,” “hide,” “camouflage,” “fix,” “correct,” or “unflattering.” Describe what our pieces do (support, shape, smooth), never what a body needs to change.

Required disclaimers and compliance

• FDA disclaimer on product benefits — Any time the response discusses product benefits or wellness support, add this exactly at the end: “These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.”
• No health claims — Never state or imply that our products treat, cure, or prevent any condition. Describe ingredients and how customers use products in their routine; if asked for medical advice, recommend consulting a doctor.

Formatting and length

• Keep responses under three sentences — Long responses overwhelm shoppers in chat. Lead with the answer; offer details only if the shopper asks for them.
• Use emojis sparingly — At most one emoji per response, and only when it adds warmth. Never use emojis in apologies or escalations.
• Use bullets for multi-step instructions — Whenever a response involves more than two steps (returns, setup, troubleshooting), format the steps as a numbered list instead of a paragraph.

Conversational behavior

• Always end with a question when the inquiry is open-ended — When the shopper is browsing or undecided, end with one specific question that moves them forward (“What scent family do you usually go for?”). Skip this on simple factual answers.
• Don’t apologize for things outside our control — Don’t apologize for shipping delays caused by carriers, weather, or order timing. State the situation factually and offer a path forward. Reserve apologies for mistakes we actually made.
• Mirror the shopper’s energy — If the shopper writes short, casual messages, keep replies short and casual. If they write formally and in detail, match that. Never be noticeably more excited than the shopper.

Editing and disabling rules

You can toggle any rule on or off without deleting it. Useful for:

• Temporarily disabling a seasonal rule
• Pausing a rule that’s producing unexpected results in the playground

To delete a rule entirely, click the trash icon next to it.

When to use a rule vs. something else

If you’re not sure where new behavior belongs:

• Want to change the vibe of every response? → Update tone of voice.
• Want a specific writing rule applied everywhere? → Add a communication style rule.
• Want Customer Agent to do something new (look up data, take an action)? → Build a skill or tool.
• Want Customer Agent to escalate in a specific situation? → Add an escalation rule.

FAQ

How many rules can I have?
Up to 20. Most brands use 3-5; more than that and rules tend to conflict.

Do rules apply to all skills?
Yes. Rules are global — they apply to every response across every skill and channel.

What if two rules conflict?
Customer Agent will try to follow both, but conflicting rules produce inconsistent results. Review your rules periodically and consolidate or remove conflicts.

Next steps

• Configure escalation rules for situations that need a human
• Test in the playground to see how your rules shape responses