#Technical | Tracking Cases and Product Evaluations in CRM by Kelsey Mamaradlo

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Businesses often offer customers a trial period to evaluate a product before they commit to purchasing. While customers are grateful for the opportunity to test-drive products before completing the buyers journey, many businesses lack the resources and processes to track and manage these product evaluations, or trials.

The Case entity is generally used for Customer questions, problems, and requests, but is also a great way to track customer product evaluations. As for the hierarchy of Case Title, Subject, and Type, below are some brief descriptions of each. Please keep in mind, if there is a specific field you feel is very important and should always be filled out, we can make it “Business Required”.

  • Case Title: Required field and name of the record, can be a brief description of the case; most important of the 3 fields.
    • i.e., “Comcast Arden Hills – Evaluation”
  • Subject: Case Subject is used so managers can identify frequent requests or problem areas. Subjects are predefined and configured by Administrators before-hand. This is not business required.
  • Case Type: Case Type is used to identify the incident for use in case routing and analysis. Options are “Question”, “Problem”, and “Request”; your product evaluation case would most likely be identified as “Request” which you correctly assigned in your sample case. Depending on how you decide to track cases, this field can be very important and can be made business required if you plan on reporting off this field.


Entitlements are used to define the type of support a Customer is eligible for. Entitlement terms are predetermined by the customer when a service level agreement is made (this is mostly for keeping track of support hours a customer has assigned). Through Entitlements, you’re able to specify how many cases or hours of support a customer is entitled to, through which channels they’re able to reach out to you (Email, Phone, Web, etc.), which products they can receive support for, whether or not specific contacts are only able to reach out for support, etc. Entitlements may not be needed for tracking product evaluations.


Resolve By field is locked because this is being pulled from the “SLA KPI Instance” entity and defines the level of service or support that your organization agrees to offer to a customer by using service level agreements (SLAs). SLAs can be associated with an entitlement so that when an entitlement is added to a case, the associated SLA is applied. Users may not need to utilize the SLA KPI Instance for product evaluation; instead, you could utilize the Follow Up By date field provided in the “Additional Details” section.



Kelsey Mamaradlo is a seasoned Dynamics CRM consultant at Bond Consulting Services. Need support for your CRM environment? Contact Kelsey at support@BondConsultingServices.com

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