---
sourceDocument: Australia Sales Customer Relationship Management
sourceDocumentLink: https://www.servicenow.com/docs/r/australia/order-management

 Release :

    - australia

ft:locale :

    - en-US

ft:publication_title :

    - Australia Sales Customer Relationship Management

ft:clusterId :

    - omgmt

bundleId :

    - omgmt

workflow :

    - Customer and Industry


---

# Customer Engagement Sequences

# Customer Engagement Sequences {#ariaid-title1}

Release version: Australia  
Updated March 12, 2026  
![](https://www.servicenow.com/docs/portal-asset/ico-clock) 3 minutes to read
Summarize  
![AI sparkle icon](https://servicenow.com/docs/portal-asset/ai-sparkle-icon) Summarized using AI  
This content was generated using new OpenAI-powered functionality. Results are provided on an as is basis and are not guaranteed to be accurate or complete.  

## Summary of Customer Engagement Sequences

Customer Engagement Sequences in ServiceNow Australia release provide a structured playbook of automated and manual activities designed to engage leads and customers throughout their relationship lifecycle.
This capability helps sales representatives deliver consistent messaging and handle objections effectively by following predefined, multi-step outreach plans across multiple channels such as calls, emails, and social media.
Show full answer Show less  
The sequences standardize repetitive tasks, allowing sales teams to focus on high-value actions while ensuring no follow-ups or steps are missed. Business stakeholders can monitor and optimize sequences to improve sales performance across territories.

## Key Features

* **No-code sequence creation:** Sequence admins and writers use Workflow Studio to define triggers (e.g., new lead creation), steps (calls, emails), delays between steps, and exit conditions (e.g., lead conversion) without developer involvement.
* **Multi-trigger support:** Multiple record-based triggers can initiate sequences to avoid duplicating workflows.
* **Telesales support:** Schedule call activities with click-to-call integration (such as Amazon Connect) enable efficient outbound calling directly from the sequence task.
* **Personalized outreach:** Insertion of prospect-specific data like name and company ensures tailored messaging.
* **Task assignment and execution:** Sales reps (sequence executors) receive assigned tasks and follow the sequence steps, which progress toward closing based on completion or exit criteria.
* **Business stakeholder insights:** Sales ops and managers can view and analyze sequence performance in Workflow Studio to share best practices and optimize workflows.

## Practical Benefits and Outcomes

* **Enhanced consistency:** Teams follow standardized, proven outreach strategies, improving messaging quality and objection handling.
* **Increased productivity:** Automation reduces manual follow-ups, allowing sales reps to focus on meaningful customer interactions.
* **Accelerated onboarding:** New sales reps quickly adopt effective outreach methods by executing existing sequences.
* **Improved telesales efficiency:** Click-to-call integration streamlines calling activities within the workflow.
* **Process optimization:** Visibility into sequence performance enables continuous improvement and sharing across teams.

## Next Steps

ServiceNow customers can explore detailed topics on configuring and using Customer Engagement Sequences, including how to build sequences, use workflows, and leverage components installed with this feature to maximize sales engagement effectiveness.  
Customer Engagement Sequences is a playbook that consists of a series of automated and manual activities that can be set up to engage with leads and customers at every stage of their relationship with your business​
through various channels.

## Customer Engagement Sequences overview {#explore-customer-engagement-sequences__cf-exploring-parent-overview}

Use ServiceNow®
Customer Engagement Sequences to provide structured plans to sales representatives for prospects, which helps ensure consistent messaging and effective objection-handling. Standardizing repetitive tasks means
representatives can focus on high-value actions.

## Customer Engagement Sequences users {#explore-customer-engagement-sequences__cf-exploring-parent-users}

{#explore-customer-engagement-sequences__table_yjd_pgj_wfc__entry__2}

| User | Description |
|-|-|
| Sequence admin, sequence writer (For example, Sales admin, Sales Development Manager (SDM)) | Creates multi-step sequences using Workflow Studio and defines triggers (start conditions), activities (for example, call attempts), and exit conditions. |
| Sequence executor (For example, Sales Development Representative (SDR), account executive, customer success manager, telesales representative) | Views sequence tasks that are assigned to them and executes targeted outreach strategies, often using a combination of emails, phone calls, and social media, to engage prospects and move them through the initial stages of the sales funnel using the predefined sequence steps. |
| Business stakeholder (For example, sales operations manager) | Views sequences in Workflow Studio to identify and share high-performing workflows across territories, driving process optimization, consistency, and improved sales performance. |
[Table 1. Users]

{#explore-customer-engagement-sequences__table_yjd_pgj_wfc}

## Customer Engagement Sequences workflow {#explore-customer-engagement-sequences__cf-exploring-parent-workflow}

The following illustration describes the tasks involved in configuring and using Customer Engagement Sequences.
Figure 1. Creating and using Customer Engagement Sequences  
1. As a sequence writer, create a customer engagement sequence such as a lead-nurturing sequence from the CSM Configurable Workspace.
2. Define the sequence parameters:
   * Single or multi-trigger conditions (for example, when a new lead is created)
   * Sequence steps (for example, call, follow-up, email)
   * Delay between steps (for example, wait three days between two call attempts)
   * Exit conditions (for example, lead conversion or disqualification)
   {#explore-customer-engagement-sequences__ul_npq_z3w_xfc}
3. Test and activate the sequence.
4. Every record that meets the trigger condition is added to the sequence, and a sequence task associated with the record is created. For example, when a new lead record is created in the system, the sequence is run, and it generates a sequence task.
5. As a sequence executor, view the assigned sequence task and complete the series of predefined activities that are part of it. For example:
   * Day 1: Call the prospect
   * Day 4: Make a follow-up call and use a questionnaire to gather more information
   {#explore-customer-engagement-sequences__ul_pc4_gjw_xfc}
6. The sequence task moves to closed state when all sequence steps have been completed or the predefined exit condition is met.
7. Business stakeholders with sequence reader role can view the sequences in Workflow Studio to suggest process improvements to the SDMs and share high-performing sequences with other sales teams situated in different territories.
{#explore-customer-engagement-sequences__cf-exploring-parent-workflow-ol}

## Customer Engagement Sequences benefits {#explore-customer-engagement-sequences__cf-exploring-parent-benefits}

{#explore-customer-engagement-sequences__table_scx_yvl_zfc__entry__3}

| Benefit | Feature | Users |
|-|-|-|
| * Configure sequences using Workflow Studio to reduce dependency on developers. * Provide a structured, multi-step plan to sales representatives for each prospect so they know exactly when to call, email, or send a social media message. * Personalize outreach by inserting a prospect's name, company, and other details. * Ensure consistent messaging and effective objection handling by providing teams with clearly defined steps that dynamically adapt to customer responses. {#explore-customer-engagement-sequences__ul_qhh_nzl_zfc} | [No-code interface to build customer engagement sequences](https://www.servicenow.com/docs/bDGovMYUBHBQ3kDjX5oo2A "Drive personalized outreach by creating customer engagement sequences that automate timely, relevant interactions that are ideal for nurturing leads, onboarding clients, or re-engaging inactive customers.") | Sequence admin, sequence writer |
| Reduce duplicating sequence workflows by specifying multiple record-based triggers on various entities that can initiate a sequence. | [Define trigger conditions](https://www.servicenow.com/docs/7KPSZiN0bdiQ8_wiPXPFvA "Define trigger conditions that start a sequence by configuring simple triggers, or combining multiple triggers for initiating workflows from multiple record-based events.") | Sequence admin, sequence writer |
| Design telesales-oriented sequences using the schedule call activity, and enable outbound click-to-call capability by integrating with platforms such as Amazon Connect. | [Add a schedule call activity to a telesales workflow sequence](https://www.servicenow.com/docs/9lHfY7XpIO2T114QXX~hpw "Add a schedule call activity in your sequences to support telesales workflows.") | Sequence admin, sequence writer |
| * Boost productivity by minimizing repetitive tasks so sales representatives can focus on high-value activities. * Reduce the chance of missing a follow-up, ensure consistency in outreach, and minimize manual effort by following predefined steps. * Accelerate onboarding by enabling new sales representatives to adopt proven outreach strategies from existing sequences. {#explore-customer-engagement-sequences__ul_yfd_czl_zfc} | [Predefined activities that align with business goals and outreach strategy](https://www.servicenow.com/docs/9_3~qAkk4bvuIbWoqI9QtQ "Execute predefined sequence steps in your sequence tasks in the CSM Configurable Workspace to engage with your prospective customers.") | Sequence executor |
| Use the click-to-call capability to connect with prospective customers from the sequence task without needing to leave your workspace. | [Fulfill a telesales sequence](https://www.servicenow.com/docs/rNdtWzgUmcXpq36gtuaXfg "Connect with leads or customers using the click-to-call outbound calling capability in telesales flows.") | Sequence executor |
[Table 2. Customer Engagement Sequences benefits]

{#explore-customer-engagement-sequences__table_scx_yvl_zfc}

## What to explore next {#explore-customer-engagement-sequences__cf-exploring-parent-links}

The following topics provide more information about configuring and using Customer Engagement Sequences:

* [Configuring Customer Engagement Sequences](https://www.servicenow.com/docs/a7H2jHdrbtSjSQZMKpN5iw "Plan and configure your implementation of Customer Engagement Sequences.")
* [Using Customer Engagement Sequences](https://www.servicenow.com/docs/sr8jq3z6oPBoUB4wb5d2Og "Empower sales teams to automate and optimize customer engagement at every stage from initial outreach to renewal and expansion. By orchestrating both automated and manual steps, provide timely, relevant, and consistent engagement experience to every prospect and customer.")
* [Components installed with Customer Engagement Sequences](https://www.servicenow.com/docs/TkRETs73iGFHnclKx1tSdw "Several types of components are installed with activation of the Customer Engagement Sequences plugin, including tables and user roles.")
* [Exploring Workflow Studio](https://www.servicenow.com/docs/access?context=exploring-workflow-studio&version=australia&pubname=australia-build-workflows&ft:locale=en-US)
{#explore-customer-engagement-sequences__ul_nf3_31j_wfc}