DQ for Dynamics is DQ Global's suite of data quality solutions designed for Microsoft Dynamics 365.

It helps organisations improve and maintain the quality of customer information inside their CRM by addressing common problems such as duplicate records, inconsistent information, incomplete data, data entry issues and unnecessary data storage.

DQ for Dynamics is designed to help organisations manage data quality throughout the data lifecycle, rather than treating poor data as a one-off clean-up exercise.

Dynamics 365 environments can accumulate data quality problems over time.

Common examples include:

• Multiple records representing the same Account, Contact or Lead
• Users entering information in different formats
• Incomplete customer records
• Incorrect or outdated data
• Duplicate records introduced through imports and integrations
• Difficulty identifying the correct master customer record
• Excessive storage caused by unnecessary historical data
• Employees spending time manually managing data quality

As this information feeds reporting, automation, customer interactions and AI, poor-quality records can affect far more than the CRM database itself.

DQ for Dynamics provides capabilities for preventing, identifying and resolving these problems

DQ Global's approach can be understood through four core areas.

Capture: prevent bad data at the point of entry

Data Capture helps organisations improve information as it enters Dynamics 365.

Rather than allowing poor-quality customer data to accumulate and fixing it later, organisations can put controls closer to the point of creation.

The aim is to make new CRM information more consistent, complete and unique from the beginning.

Cleanse: improve existing CRM data

Bulk Cleanse is designed to help organisations identify and correct poor-quality information already stored in Dynamics 365.

This can support the standardisation and improvement of existing records at scale, reducing the need for repetitive manual data correction.

Consolidate: identify and merge duplicates

Consolidate helps organisations identify records that potentially represent the same customer and bring fragmented information together.

Matching can be used to identify potential duplicates even when records are not exactly identical.

The resulting records can then be reviewed and consolidated to create a more complete and trusted customer view.

Optimise: reduce unnecessary CRM data

As Dynamics 365 environments mature, organisations can accumulate large volumes of old, redundant or low-value data.

DQ for Dynamics provides capabilities to help organisations manage this information and reduce unnecessary storage consumption while maintaining access to the information the business requires.

Improved Dynamics 365 data quality can contribute to:

• More reliable CRM reports and dashboards
• Less time spent manually correcting records
• Increased confidence in customer information
• Improved customer segmentation
• Better sales and marketing processes
• More reliable automation
• Reduced duplicate records
• More efficient data storage
• A stronger foundation for Microsoft Copilot and other AI applications

The goal is not simply "cleaner data". It is an environment in which employees, processes and technology can make better use of the CRM.

No.

Deduplication is an important part of CRM data quality, but duplicate records are only one potential problem.

Organisations also need to consider how information enters their CRM, whether existing records are accurate and consistent, whether customer information is fragmented, and how data quality will be maintained over time.

DQ for Dynamics therefore supports a broader approach to customer data quality covering prevention, cleansing, consolidation and ongoing management.

DQ for Dynamics is relevant to organisations using Microsoft Dynamics 365 that need greater confidence in the quality of their customer data.

Typical use cases include:

• Organisations struggling with CRM duplicates
• Businesses undertaking a data quality improvement programme
• Teams preparing data for AI or Copilot
• Organisations that have accumulated years of CRM data
• Businesses seeking a trusted Single Customer View
• Dynamics 365 teams wanting to reduce manual data administration
• Organisations seeking to improve reporting and analytics

The underlying principle is straightforward: the value of Dynamics 365 depends on the quality of the data inside it.