Data quality in the context of Microsoft Dynamics CRM

Microsoft Dynamics CRM is one of the most popular CRM and is successfully established in the small to medium-sized market. With the introduction Microsoft Dynamics CRM 4.0, Microsoft is capitalizing on its high growth rates with respect to sales and installations and targeting the product’s value at mid to large size, enterprise implementations.

In targeting larger implementations, Microsoft Dynamics can be deployed in a more flexible model which enables the software to be customized to individual requirements as well as be high scalable.

Microsoft Dynamics CRM

The central requirement for the success of any CRM system is the quality of the stored data, particularly the customer and contact data, which is at the heart of a CRM system.


Incorrect addresses here result in extra costs, dead letters and damage to the image. In addition to this, duplicates in contact data undermine the objective target and operating principle of a CRM system. Different information on the same customer in different data records runs contrary to the goal of a complete standardized 360° view of the areas of sales, marketing, professional services and help desk.

It is in preserving the clarity of this 360° view that the integration of Uniserv data quality solutions in Microsoft Dynamics CRM really shines. It enables interactive address validation immediately on the creation or modification of any address element in the CRM. In addition, possible duplicate candidates are automatically detected in fractions of a second during storage and displayed to the user in a list of suggestions. An error-tolerant search which quickly finds existing records of contacts or companies is also available.

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