Matt
I'm sure there are others who forge with coal on a regular basis that can better address your difficulties, but since none have tried to help you I'll throw out a few things. It has been over 20 years since I forged with coal so take this for what it is.
You said you were using coke, if you are making your own from coal, make sure the green/yellow gas has dissapeared before you try to heat steel with it. It is full of sulfur which is very bad for steel.
Kill or reduce the forced air to the forge before inserting the steel, this will reduce scaling. It will also help you to not over heat the steel.
If you pull the steel from the forge and sparks are jumping off the edges, throw it away, you are burning it.
I do agree that propane is the way to go, cleaner, easier to buy, easier to store. Faster to light and to turn off.
If you look up some of the local knife makers who forge ( Knives 2019) (or any other year) and give them a call, some of them may invite you to come watch them forge so you can get a better idea of what the proper steel temperature looks like and the good points and bad points of their particular forge.
Happy forging!
Jim A