If you’re like a lot of other Zoho CRM users, you’re using the application to track sales agent activity and customer interactions throughout your sales process. The information captured by the Last Activity Time in Zoho CRM helps you assess whether or not your deals and customer relationships are headed in the right direction. In this article you’ll learn exactly what this field is. You’ll see where it can be accessed. We also share the types of activities and updates recorded as Last Activity Time.  

So, what is Last Activity time in Zoho CRM? 

Each time changes are made on a record, Last Activity Time is there to track it. This includes activities ranging from adding notes or closing a task, to sending emails or editing fields. Everything tracked here can be used in reporting. An example might be a report on activity recency for your accounts in a certain region or for a specific sales person. Having the data available from the Last Activity Time field is the key to answering questions just like that. 

 

Curious about Zoho CRM’s Last Activity Time reporting?

This is a great question! Firstly, you’ll find that there are several key benefits to reporting on Last Activity Time that support your sales team, including:

• Capacity Planning for Sales Agents; you may notice that a record owner has many records that haven’t been touched in awhile, but activity is high, perhaps they require some help, or it’s time to grow your sales team.
• Gain Insight Into Cross-Sell Opportunities; you can segment your customers using RFM Scoring (Recency Frequency Monetary feature) or Account Score with Last Activity Time. This will help you identify and prioritize direct outreach to accounts who haven’t purchased in a while. 
• Enhance Your Customer’s Experience; with Last Activity Time you can quickly identify customers that need engagement. Anticipate their needs by calling or outreaching to them before they contact you.
• Better Business Through Reporting; looking to prioritize the best use of your valuable data, but need help to get your reporting up and running? Contact ZBrains.

If you’re taking notes, the Last Activity time in Zoho CRM is viewable in all modules with the exception of the Activities module. This means that you can use this field as a filter to do tasks like creating a filtered segment in your Leads module, or do the same in Accounts to see quickly how many accounts may need an outreach. 

To use this field in Reports, you’ll find it is available for Leads, Contacts, Accounts, and Deals; and the questions you can answer are more or less limitless when your good data is put to use in Reports!

 

Which Activities and Updates will record as Last Activity Time?

Learn the nine primary ways that Last Activity Time is recorded inZoho CRM. It is helpful to know this information to understand the reporting or any filtered lists you reference. For example, bulk actions like restoring accounts could skew your report if you are looking for recent activities on a set of records. You may not see the results you are looking for if you are looking for data on completed Tasks in Last Activity Time (they’re not tracked here!).

1. When you edit fields in a record.
2. When you add new Activities, or update Activities such as Tasks, Events, and Calls.
3. Adding a new Note or editing a Note will record.
4. Sending Emails to Leads and Contacts in Zoho CRM will update this field.
5. Last Activity Time is recorded when you change the Owner of a record.
6. Adding Deals and Contacts under an Account will record it.
7. Deleting or restoring a record, whether individually or in bulk.
8. When you add or delete a record, it will record this field. One caveat here is, this does not include when you delete a record associated with the parent record. 
9. Closing a Task will record; however, this does not apply to Events.  After the End Date, Events are automatically moved to closed activities.

How are you going to harness the data captured by Last Activity Time in Zoho CRM? 

Whether you’re questioning how to get the most out of your CRM data or looking to make improvements to your sales dashboards and reporting capabilities, the ZBrains team of Premium Partner Consultants  is here to help. Don’t hesitate to let us know how we can help with your digital business transformation along any step of the way from implementation and customization to consulting. Contact us any time!