If you implement, support, or extend Dynamics 365 or Dataverse for your clients, you've seen the problem. Duplicate accounts. Duplicate contacts. Leads that exist three times over. Deduplica is built to fix this — and the partner programme is built around the way Microsoft partners actually work.
Dynamics 365's built-in duplicate detection operates on exact or near-exact field matching. Your clients have the rest.
Dynamics won't match these. Deduplica will. Name variations, abbreviations, and inconsistent formatting are invisible to the native rules engine.
A contact who appears under a maiden name and a married name. Two sales reps who each created an account for the same customer. Records from a legacy system with a different naming convention.
Data migrated from a legacy CRM, synced from Outlook, and imported from Mailchimp — with no deduplication at any stage. The result is years of accumulated duplicates that compound with every sync.
A contact opted out of marketing in one record. Their duplicate opted in. Both records reach the marketing list. The opted-out individual receives campaigns. The ICO has issued fines for exactly this scenario.
Across pilots run through the partner programme, these are the most common findings in Dynamics environments.
Organisations that have been on Dynamics for five or more years, or that have migrated from another CRM, routinely have duplicate account records running into the tens of thousands. It's not unusual to find that 15–25% of the account base contains at least one duplicate.
In B2B environments where Dynamics integrates with finance systems, duplicate accounts often carry different credit limits, different payment terms, or different account statuses. Sales teams extending credit to what appears to be a new customer who is in fact an existing debtor with an outstanding balance.
A contact opted out of marketing in one record and opted in on their duplicate. Both records exist. The marketing list includes both. The opted-out individual receives campaigns. The legal exposure is real and the ICO has issued fines for exactly this scenario.
Acquisitions that brought two Dynamics environments together without a deduplication phase. The merged system contains both companies' records for the same customers — with different account managers, different opportunity histories, different contact details.
Leads imported from multiple sources — event attendance, web forms, purchased lists, manual entry — without matching against existing contacts or other leads. The same person appears as three separate leads and has been called by three different people.
You identify a client where you suspect data quality issues — approaching a data migration, who has mentioned their data is "a mess," due for a CRM health check, or simply a client who has been on Dynamics for several years without a structured data review.
You introduce the concept to the client — a free, read-only analysis of their Dynamics or Dataverse environment showing duplicate records, match probabilities, and an assessment of business risk. Nothing is changed. Nothing is written to any system.
We handle the technical configuration — connecting to the Dynamics or Dataverse environment using read-only credentials, setting up matching rules appropriate to the client's data structure and industry, and running the analysis. Typical turnaround: three to five working days.
A branded report presenting the findings: duplicate record pairs with match probabilities, breakdown by entity, business risk indicators (GDPR flags, conflicting financial data, high-probability duplicates in active pipelines), and a prioritised remediation plan. You present this to the client — we join to handle technical questions.
If the client wants to act, we scope the remediation engagement together. If they don't, that's a legitimate outcome — the pilot has no commitment attached. In practice, clients who see the scale of what their data contains almost always want to address it.
Every new Dynamics implementation or major upgrade is a data migration moment. Source data comes in from spreadsheets, legacy CRMs, ERP systems, and manual exports. That data arrives dirty. A Deduplica pilot before data migration is a risk mitigation step that takes three to five days and produces a document the client can act on. Partners who run this as standard practice consistently find it protects the project outcome.
Data doesn't stay clean after go-live. New records arrive. Users create duplicates manually. Integrations push in records from other systems. For partners providing managed support or ongoing retainer services, Deduplica subscriptions are a natural addition to the service offering — recurring value that's easy to explain and easy to renew.
"I tell every client before go-live: we run the Deduplica pilot. It's on our implementation checklist now alongside security review and UAT."
Implementation Partner MD"The report showed 34,000 duplicate account records and £280,000 in potential credit exposure. The Finance Director escalated it to the board. We had a signed statement of work in four days."
Senior Dynamics Consultant"We forwarded the pilot report to the client's Data Protection Officer. They had 3,200 contacts with conflicting GDPR consent. We had a signed project scope within ten days."
CRM Practice Lead"We now run this as standard on every health check engagement. Clients considering whether to renew their support contract become clients who need a data remediation project first."
Dynamics Support PartnerFrom independent Dynamics consultants to multi-practice Microsoft Gold partners. No upfront costs, no minimum referral commitments, no exclusivity requirements.
Commercial terms are confirmed during onboarding.
Yes. Deduplica connects to Dynamics 365 online via the Dataverse API, and to on-premise Dynamics via direct SQL Server connection to the underlying database. Both are supported.
Yes. Matching rules can be configured against any entity in the environment — standard or custom. We discuss the entity scope during pilot setup.
Read-only access to the Dynamics or Dataverse environment. For Dynamics 365 online, a Dataverse API connection with read permissions on the relevant entities. For on-premise, read-only SQL Server credentials. No write access is requested or used at the pilot stage.
Configuration and analysis: three to five working days. Report preparation and review: one to two additional days. Total: approximately one week from access being granted.
Nothing. The analysis reads data, processes it within Deduplica's environment, and produces a report. No records are created, modified, merged, or deleted. The client's Dynamics environment is unchanged.
Yes. If a client runs Dynamics alongside a SQL Server database, a separate CRM, or another data source, we can run analysis in both environments.
Absolutely. Some of the most productive partners on the programme are individual consultants or boutique Dynamics practices. The pilot model works at any scale, and there's no minimum client volume required to participate.
The conversation is informal — no sales deck, no pitch — just a discussion about whether this fits how you work and which clients you'd want to start with. We'll respond within one working day.
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