Issue:
Multiple versions of the same customer appear when searching. Customer service agents see duplicate contacts linked to the same case. Reports overcount customers due to duplicated entries. Automated processes trigger multiple times for the same customer.
Cause:
Duplicate records exist due to manual data entry without validation, merging of multiple source systems, poor migration logic or missing matching rules, and users being unable to find existing customers before creating new ones.
Resolution:
Run a Duplicate Detection Report
- Navigate to Advanced Settings → Data Management.
- Select Duplicate Detection Jobs.
- Choose New.
- Select the record type (e.g., Account or Contact).
- Choose the appropriate matching rule (such as email + name).
- Run the job and review the results.
Review Suggested Duplicates
- Open each potential duplicate pair.
- Compare key fields such as full name, email, phone number, address, and account relationships.
Merge Duplicates
- Open one of the records.
- Select Merge on the command bar.
- Choose which record will be the Master.
- Select field-by-field which values to keep.
- Confirm the merge.
Create or Adjust Matching Rules (Optional)
- Go to Advanced Settings → Data Management → Duplicate Detection Rules.
- Example rules:
- Contacts: Email exact match OR Mobile + Last Name match.
- Accounts: Account Name + Postcode.
- Publish the rule.
Validation
- Ensure searching for a customer returns only one clean record.
- Confirm the merged record contains relevant historical activities and cases.
- Verify dashboards and reports show accurate counts.
Additional Notes:
- Merging also reassigns related records (cases, activities) to the surviving entity.
- Always test duplicate rules in a non‑production environment.