Mar
15
2011
At a previous job, we had used GoldMine (version 6.7 was where we parted ways) as our CRM system before moving to Dynamics CRM. At the time - maybe it's still done this way - GoldMine allowed you to code activities with a hierarchy of references, codes and results. We used reference to separate activities either by department or broad functional grouping (e.g. "service" was a separate reference although there was no separate "service" department). Codes were the specific kinds of activities or client touch points grouped under a reference, and the results indicated how the activity concluded.
The reference/code/result structure allowed us an incredible level of granularity for tracking all the times we either interacted with an external stakeholder (client, prospect, partner, external service provider) or did something on its behalf. We were able to compile detailed "production" reports for our call center reps, and the activities' structure gave them a framework for approaching their routine daily responsibilities.
Here's a simple reference/code/result example:
Reference - Sales
Code - 1PC//Prospecting call
(In GoldMine everything before the // was treated as the picklist entry's primary key, so the 1PC would be stored in the database. We would then speak of 1PC calls as a shorthand.)Result - 1LM//Left message
We tracked everything this way. Despite us still using GoldMine 6.7 in some parts of our business all the way into 2008, activity tracking was great except for two problems. First, although the codes existed in our processes as a logical hierarchy, GoldMine didn't understand that. If you picked the "sales" reference, you still had to weed through all the codes and results that corresponded to all the other references. Second, adding new reference/code/result entries in a supported manner took a lot of time.
When we started considering the move to CRM 3 in 2005, I found the default activity entity structure to be something of a letdown, so I brought the reference/code/result framework over when we actually did move. Here's how I did it.