CRM Data Quality: an Out-of-the-Box Power BI Report for Auditing Record Completeness
A rep dials a client's number — the phone field is empty. An email campaign bounces half its list as invalid. A regional report lists the same company twice under different names. Nobody sees the scale of the problem until it blocks an actual deal.
What the report shows
Required fields
Name, company code, phone, email, address — the baseline set without which a CRM record is effectively useless.
Recommended fields
Short name, contact person, English-language name — these affect communication and reporting quality.
Optional fields
Additional attributes that sharpen segmentation but aren't critical for day-to-day work.
Overall quality score
A single blended completeness percentage — a metric you can track over time.
Quality segmentation
How many records are well-filled (>80%) versus how many need attention (<50%).
Breakdown by owner
See which rep has the most incomplete records — before it becomes a problem with an actual client.
Why "out-of-the-box"
Building a BI report from scratch means analyzing the data structure, designing a model, weeks of development. The "CRM Data Quality" report is a ready template on Power BI and Dataverse that connects directly to Dynamics 365 tables. No manual exports, no custom model to design — the core completeness metrics are already built in.
- Connects directly to Dynamics 365 — no manual Excel exports
- Data refreshes automatically, on a schedule or in real time
- Built-in logic for classifying fields as required / recommended / optional
- A list of specific records that need completing, linked straight to the CRM record
Who this solves a problem for
Sales team
- Fewer lost contacts due to missing phone numbers or emails
- Fewer duplicate companies in the pipeline
- Visibility into which reps are careless with their records
Marketing
- Fewer email bounces from invalid addresses
- More accurate audience segmentation by attribute
- A more reliable database for retargeting and personalization
Company leadership
- Sales and customer reporting no longer skewed by incomplete data
- A quality metric to track quarter over quarter
- A basis for deciding whether to enforce a data-entry policy
How this differs from manual checks
| Excel export | Standard CRM report | Out-of-the-box Power BI report | |
|---|---|---|---|
| Data refresh | Manual, on request | Automatic, limited field set | Automatic, full field set |
| Breakdown by record owner | Manual | Rarely available | Yes |
| Segmentation by quality level | No | No | Yes |
| Setup time | A few hours, every time | — | A few days, once |
| Customization for your own fields | Yes, but manually every time | Limited | Yes, configured once |
Launch timeline
Frequently asked questions
Does the data need to be cleaned up before connecting the report?
No. The report connects to the existing Dynamics 365 tables as-is and immediately shows the real state of completeness — that's the point, to see the problem before any cleanup.
Can the list of required and recommended fields be changed?
Yes, the field list and its category (required / recommended / optional) are configured to match your company's specifics during report setup.
Does the report work with CRMs other than Dynamics 365?
The out-of-the-box version is built for Dynamics 365 and Dataverse. For other CRM systems, the report is adapted as a separate project — the data model and completeness logic carry over, but the data source setup needs additional work.
Does the report just show the problem, or does it help fix it?
The dashboard includes a drill-down list of specific records with incomplete fields, linked directly to the CRM record, so a rep can jump straight in and complete the data.
Want to see the quality of your own CRM database?
We'll connect the out-of-the-box report to your Dynamics 365 and show you the real state of data completeness within days.