Customer Engagement Sequences
Summarize
Summary of Customer Engagement Sequences
Customer Engagement Sequences in ServiceNow provide a structured playbook consisting of automated and manual activities designed to engage leads and customers throughout their relationship lifecycle. This solution helps sales teams maintain consistent messaging, handle objections effectively, and automate repetitive outreach tasks across multiple channels like email, phone, and social media.
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The sequences guide sales representatives through predefined steps, allowing them to focus on high-value actions while ensuring a standardized approach to customer engagement.
Key Features
- Role-Based Usage:
- Sequence Admin/Writer: Creates multi-step sequences using Workflow Studio, defining triggers, activities (e.g., calls, emails), delays, and exit conditions.
- Sequence Executor: Executes assigned tasks in the sequence, engaging prospects per the plan and completing steps such as calls and follow-ups.
- Business Stakeholders: View and analyze sequences to identify and share best practices and optimize sales processes.
- Configurable Sequences: Use Workflow Studio’s no-code interface to build sequences that can have multiple triggers and steps, including delays and exit conditions.
- Personalization: Outreach can be personalized by inserting prospect-specific details like name and company.
- Telesales Integration: Incorporate schedule call activities and outbound click-to-call functionality (e.g., via Amazon Connect) directly within the sequence tasks.
- Predefined Outreach Steps: Ensures consistent messaging and effective objection handling with clear, adaptive steps that respond to customer engagement.
Key Outcomes
- Reduced reliance on developers by enabling sequence creation through a no-code interface.
- Increased sales productivity by minimizing repetitive tasks and ensuring timely, consistent follow-ups.
- Accelerated onboarding of new sales representatives through proven outreach strategies embedded in sequences.
- Improved sales performance via standardized processes and sharing of high-performing sequences across teams and territories.
- Enhanced telesales efficiency with integrated calling capabilities within the ServiceNow workspace.
Next Steps
To leverage Customer Engagement Sequences fully, explore configuration guides, learn to use Workflow Studio effectively, and understand the components installed with this solution to tailor sequences to your business needs.
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
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
| 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. |
Customer Engagement Sequences workflow
The following illustration describes the tasks involved in configuring and using Customer Engagement Sequences.
- As a sequence writer, create a customer engagement sequence such as a lead-nurturing sequence from the CSM Configurable Workspace.
- 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)
- Test and activate the sequence.
- 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.
- 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
- The sequence task moves to closed state when all sequence steps have been completed or the predefined exit condition is met.
- 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.
Customer Engagement Sequences benefits
| Benefit | Feature | Users |
|---|---|---|
|
No-code interface to build customer engagement sequences | 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 | 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 | Sequence admin, sequence writer |
|
Predefined activities that align with business goals and outreach strategy | 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 | Sequence executor |