Mainly there are two reasons for loosing resolution between the default PDF and the customized Word / PDF.
The first one would be that most smartphones now offer to take pictures with a resolution of 12 Mega Pixels (3000p x 4000p). But at the other hand the pixels of the width of a Word document sees its limites at 700 Pixels.
The other point that could play a role in this would be the type of item tags used into your customized Word.
Whenever possible it’s preferable to use the Photo item tags as follows:
Instead of ##picture-200x200##:
- ##picture-200x## and/or ##picture-x200## - should be preferred.
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Have an excellent day.