---
sourceDocument: Xanadu Sales Customer Relationship Management
sourceDocumentLink: https://servicenow-prod.fluidtopics.net/r/xanadu/order-management

 Release :

    - xanadu

ft:locale :

    - en-US

ft:publication_title :

    - Xanadu Sales Customer Relationship Management

ft:clusterId :

    - omgmt

bundleId :

    - omgmt

workflow :

    - Customer and Industry


---

# Customer Engagement Sequences

# Customer Engagement Sequences {#ariaid-title1}

* Release version: Xanadu
* 
* Updated July 31, 2025
* 
* ![](https://www.servicenow.com/docs/portal-asset/ico-clock) 2 minutes to read

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 (SDR)) | Creates multi-step sequences using Workflow Studio and defines triggers (start conditions), activities (for example, call attempts), and exit conditions. |
| Sequence task owner (For example, Sales representative, 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. |
[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 admin, create a customer engagement sequence such as a lead-nurturing sequence from the CSM Configurable Workspace.
2. Define the sequence parameters:
   * Trigger conditions (for example, when a new lead is created)
   * Sequence steps (for example, call, follow-up, email)
   * Step frequency (for example, wait three days between steps)
   * 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 task owner, 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.
{#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://servicenow-prod.fluidtopics.net/aPRht67PJeO3KQ7xLTCIRQ "Create a customer engagement sequence to guide your sales representatives through engaging with their prospects and customers.") | 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://servicenow-prod.fluidtopics.net/oyhzC8NMlX~FSWPeoh0W8A "Execute predefined sequence steps in your sequence tasks in the CSM Configurable Workspace to engage with your prospective customers.") | Sequence task owner |
[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://servicenow-prod.fluidtopics.net/rMjTZFkAeapdnJ8j7C0QmQ "Plan and configure your implementation of Customer Engagement Sequences.")
* [Using Customer Engagement Sequences](https://servicenow-prod.fluidtopics.net/10VIpYtsvwwk0jcW_c7RMA "Sales representatives view and work on sequence tasks assigned to them using the Customer Engagement Sequences application.")
* Components installed with Customer Engagement Sequences
* [Exploring Workflow Studio](https://www.servicenow.com/docs/access?context=exploring-workflow-studio&version=xanadu&pubname=xanadu-build-workflows&ft:locale=en-US)
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