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Customer Engagement: Accounts and Contacts overview


The account and contact entities in Dynamics 365 for Customer Engagement are essential for identifying and managing customers, selling products and services, and providing superior service to the customers.

In Dynamics 365 for Customer Engagement, an account represents a company with which your business has a relationship. Note this does not have to be a customer. An account can be a Vendor, Prospect, Customer, Partner, Industry association or any other entity representing a company.

A contact represents an individual, with whom your business has a relationship. This can be a supplier, customer or a colleague.

In Dynamics 365

As standard Dynamics 365 supports the relationships of an account having many contacts and a contact being linked to many accounts and an account can have a single parent account.

ER diagram of account and contact relationship

In the scenario where a contact can have a relationship to more than one Account, Customer Engagement uses connections.

ER diagram of account and contact with connections relationship

Connections allow for relationships between contacts, between accounts, and between contacts and accounts to be recorded with a connection type, such as former employer, friend etc.


As an example let’s look at Seer as an example of a company and contacts being recorded. Seer’s head office is in UK where the owners reside (Sam and Joe), Seer ANZ and America’s are child accounts off the HQ office.

Account Hierarchy

Contacts can have relationships to other companies that are valuable to record when looking for relationships or influencers in sales.

Connection relationships