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Improve your Dynamics 365 CRM data quality by removing duplicate records


This blog will show you how to merge duplicated records and improve your CRM data quality.

Have you seen this message pop up after creating or editing a Lead, Contact or Account (or any other record for that matter?

Duplicate records in Microsoft Dynamics 365 CRM

The system is trying to improve your CRM data quality by indicating that there are 2 pieces of data which look to be very similar based on a pre-defined set of rules. You can choose to either:

  • Ignore and Save – keeping both sets of data
  • Merge – from the 2 records, 1 is retained

What are the rules around duplicate data?

Duplicated detection rules are set up by your system administrator based on guidelines provided by Microsoft. Typically, the system will see an Email address as a unique identifier and warn you if you have 2 Contacts with the same Email Address.

Another example might be that your system will see (Title, First Name, Surname, Postcode) as unique.

  • Mrs Pauline Lindeque, GL4 3RT
  • Mrs Pauline Lindeque, SW1 4FL
  • Miss Pauline Lindeque, SW1 4FL

The above are examples of Contact records which will not flag up as duplicates under this example rule.

How do I merge duplicate data and improve CRM data quality?

If you decide to merge the 2 records, select them and click on Merge.

Merging duplicate records in Micrfosoft Dynamics 365 CRM

You will be presented with a screen which allows you to select the master and any specific fields which are to be retained.

See our previous blog on how to merge duplicate records for more detailed instructions.

What if my duplication rules are not quite right?

If you find that the rules around duplicates are either too strict or not matching your business requirements, please contact your system administrator who will be able to amend and republish any rules.

Further Information

If you have any questions about this or need assistance, then please contact the GCC Group Support Team on 0345 260 1151 or

Microsoft Dynamics 365 CRM

Deliver dynamic insights to transform your sales team and build lasting customer relationships.

Microsoft Dynamics 365 CRM is a comprehensive customer relationship management software, used by small medium & enterprise sized businesses, to give you and your team the power to drive sales growth.

Connect your sales, marketing, and service teams with Microsoft 365 CRM – breaking down any data silos.

Dynamics 365 CRM offers a choice of role-based CRM modules: sales, marketing, customer service & field service – simply choose which modules are needed for your business.

This progressive technology helps you to:

  • Generate insights
  • Analyse performance
  • Attract new customers
  • Retain existing customers

Speak to a member of the GCC team to find out more.