--- 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 # Using 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 Using Customer Engagement Sequences Customer Engagement Sequences empower sales teams to automate and optimize interactions with prospects and customers throughout the entire sales lifecycle---from initial outreach to renewal and expansion. By orchestrating both automated and manual steps, sequences ensure timely, relevant, and consistent engagement that enhances customer experience and drives sales efficiency. Show full answer Show less ## Using Sequences Across the Sales Lifecycle * **Pre-Sales (Attract and Nurture):** Sequences help sales development representatives (SDRs) and account executives (AEs) manage cold prospecting and lead nurturing through structured outreach steps such as introductory emails, follow-up calls, and feature adoption campaigns. This prevents leads from being overlooked and gathers valuable feedback. * **Sales (Propose and Transact):** Automate workflows for managing opportunities, delivering proposals, and confirming orders. Guided processes prompt agents to perform discovery calls, send proposals, and adapt follow-ups based on prospect responses. Sequences also support onboarding new customers. * **Post-Sales (Fulfill, Service, Renew, and Expand):** Support onboarding, proactive customer service, and product adoption through sequences that schedule welcome calls, share usage tips, send notifications, and manage renewal and upsell opportunities to maintain engagement and drive expansion. * **Sales Operations (Analyze and Optimize):** Analyze performance metrics of sequences to identify high-performing workflows. Optimized sequences can then be shared across teams and territories to standardize best practices and maximize impact. ## Sample Use Cases * **Cold Prospecting:** Guide reps through consistent outreach steps ensuring no cold lead is missed. * **Lead Nurturing:** Automate ongoing engagement to build relationships and advance lead qualification. * **Offer Recommendations:** Prompt agents to suggest tailored products or services during discovery calls. * **Order Confirmation:** Ensure every order is acknowledged and processed efficiently. * **Onboarding:** Guide agents and customers through structured onboarding checklists. * **Product Adoption:** Drive customer success with timely check-ins, training, and feedback collection. * **Proactive Customer Service:** Schedule periodic outreach to resolve issues before customers raise them. * **Renewal:** Automate reminders and discussions to maximize contract renewals. * **Upsell:** Identify and act on opportunities to expand customer value through relevant offers. ## Practical Actions for ServiceNow Customers * **Create Customer Engagement Sequences:** Build personalized, automated workflows to nurture leads, onboard clients, and re-engage customers effectively. * **Review and Optimize:** Use Workflow Studio to analyze and enhance sequences, then share successful workflows across teams. * **Execute Sequence Tasks:** Access and complete assigned customer engagement tasks via the CSM Configurable Workspace for consistent and timely outreach. * **Utilize Telesales Features:** Leverage click-to-call outbound calling within telesales sequences to connect effectively with leads and customers. 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. ## Using sequences across the sales life cycle {#using-customer-engagement-sequences__cf-using-parent-workflow} Pre-Sales: Attract and nurture : In the pre-sales phase, sequences help sales development representatives (SDRs) and account executives (AEs) to manage cold prospecting and lead nurturing efficiently. For example, a lead nurturing sequence can guide an SDR through a series of outreach steps such as sending introductory emails, making follow-up calls, and offering recommendations, helping ensure that no lead falls through the cracks. Feature adoption campaigns and user feedback invitations can also be automated to engage prospects early and gather valuable insights. Sales: Propose and transact : During the active sales cycle, sequences automate workflows for opportunity management, proposal delivery, and order confirmation. Agents are prompted by a guided process to conduct discovery calls, send proposals, and confirm orders. With decision-based steps, if a prospect doesn't respond, the workflow adapts, perhaps by scheduling another follow-up or offering a different product. This stage can also include onboarding new customers for a smooth transition from prospect to client. Post-Sales: Fulfill, service, renew and expand : After the sale, sequences support onboarding, proactive customer service, and product adoption. For instance, a sequence might prompt an account manager to schedule a welcome call, share service usage tips, or send outage notifications and updates. Maintenance reminders, upgrade offers, and renewal sequences help keep customers engaged and informed. Sequences can also be configured to recommend upsell or cross-sell opportunities such as suggesting additional products during a renewal conversation or after successful onboarding. Sales operations: Analyze and optimize : Sales operations teams analyze sales metrics such as conversion rates or upsell success across different workflows. They optimize and share the high-performing sequences with other territories, promoting best practices across the organization. For example, if a particular onboarding sequence consistently leads to higher product adoption, it can be rolled out to all sales teams for maximum impact. ## Sample use cases {#using-customer-engagement-sequences__section_ly2_nlr_3hc} The following sample use cases provide examples on how you can use Customer Engagement Sequences to support your sales teams: Cold prospecting : Guide sales reps through structured outreach to new, unqualified prospects. : For example, an agent might be prompted to send an introductory email, follow up with a call, and log responses, so every cold lead receives consistent attention. Lead nurturing : Automate ongoing engagement with leads to build relationships and move them toward qualification. : For example, after initial contact, the agent might be guided to share relevant content, schedule a demo, and send reminder emails, adapting steps based on lead responses. Offer recommendations : Help agents to present tailored product or service recommendations at the right time in the sales process. : For example, during a discovery call, the workflow prompts the agent to suggest complementary products based on the customer's needs and previous purchases. Order confirmation : Provide prompts so every new order is acknowledged and processed efficiently. : For example, once a customer places an order, the agent is prompted to send a confirmation email, verify order details, and initiate fulfillment steps. Onboarding : Guide agents and customers through the onboarding process for new products or services. : For example, after a sale, the agent follows a checklist to schedule a welcome call, share onboarding materials, and confirm the customer's first successful use. Product adoption : Drive ongoing engagement to help customers realize value from their purchase. : For example, the agent is prompted to check in after 30 days, offer training resources, and gather feedback to help the customer use the product most effectively. Proactive customer service : Encourage agents to reach out before issues arise, improving satisfaction and retention. : For example, the workflow schedules periodic check-ins, sends usage tips, and prompts the agent to address potential concerns before the customer contacts support. Renewal : Automate the renewal process, for timely outreach and to maximize retention. : For example, as a contract nears expiration, the agent is prompted to send renewal reminders, discuss new terms, and handle objections, all tracked in the workflow. Upsell : Identify and act on opportunities to expand customer value through additional products or services. : For example, during a renewal or check-in, the workflow suggests relevant upgrades or add-ons, and prompts the agent to present these offers to the customer. * **[Create a customer engagement sequence](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. * **[Review sequences in Workflow Studio](https://www.servicenow.com/docs/eYDBzEfD~lSHZNc0sX1G_A)** Review sequences in Workflow Studio so you can suggest optimizations and share high-performing sequences across territories to promote best practices across the organization. * **[View sequence tasks](https://www.servicenow.com/docs/1~fDeN4miSTHGKlEW73fTQ)** View sequence tasks assigned to you from the CSM Configurable Workspace. * **[Complete predefined customer engagement tasks](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. * **[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. **Related concepts** * [Configuring Customer Engagement Sequences](https://www.servicenow.com/docs/a7H2jHdrbtSjSQZMKpN5iw "Plan and configure your implementation of Customer Engagement Sequences.")