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CRM for Outlook synchronization settings do not allow bi-directional sync of an Outlook Contact’s Company field to Company Name/Account field in CRM web. It is required to Set Parent. Today, if you were to edit a Contact's Company field via Outlook or mobile Outlook app, it will not sync to CRM which causes major data discrepancy. Completing the Company field on the Contact form of an Outlook Contact should automatically Set Parent if the value exists in CRM.

STATUS DETAILS
Declined
Ideas Administrator

This is a very tricky ask. We have heard this before, but, is very difficult to fulfill. Company corresponds to an entity called "Account" in CRM. We already let user map the contact to a parent account in outlook client. It is a "lookup" field in CRM on contact entity. if we allow user to change "company" field and sync, it will cause either duplicate accounts being created if we let the user edit something which is a "text field" in Outlook. it is freeform in Outlook since every contact record is unique to the user in outlook/exchange while data in CRM is shared.  NO experience will be satisfactory to all users. It does not make sense to set the parent value since every user may create their own version of company name - for example MSFT, Microsoft, Microsoft Corporation, Microsoft Inc, MS and overwrite others. It only makes sense if it is a new account, but, you never know since that account may have been created in CRM before under a different name. We cannot even throw a message to the user since the company attribute is controlled by Outlook, and we cannot use our app or add-in. If there is a solution that is acceptable to you, please let us know. However, it may not be acceptable to many other customers and we will have to support multiple approaches with configurability.

It is important to understand that data in CRM is shared while data in outlook /exchange is a separate record per user in user's mailbox so you cannot apply the same principles that you could do in Outlook.

Thanks for your feedback