Duplicate contact records can split activity and confuse a rep, but a similar name is not proof of a duplicate. A support assistant can compare identifiers, collect evidence, and prepare a recommendation. An authorized owner should approve merges or deletions.
Compare before changing
Use approved matching signals such as email, company domain, role, phone, and recent activity. Record which signals match and which conflict. Keep both records unchanged when identity cannot be established.
Make the decision auditable
Link the proposed primary record, source evidence, reviewer, and outcome. Review a sample of probable matches and probable non-matches. Track false matches because a clean count can hide lost history.
Careful duplicate review improves CRM trust while keeping irreversible decisions with the person accountable for the data.
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