Remove duplicates from your database and gain a unified view of your customers.
Preexistence search within the single customer view, whether internal or external to Salesforce.
Thanks to SCM*, the reliability of the detected duplicates is equivalent to human reasoning. The functionality is available in real time.
Deduplication is performed on accounts, contacts and leads in batch (curative) mode.
Suggestion of the best record as a Golden Record.
Our solution allows you to merge records according to configurable rules through a user interface. These parameters allow to keep data according to their origin, their freshness or according to a validity indicator. The reparenting of associated objects is included in our offer.
Improve the reliability of reporting from customer data and improve decisions made from it.
Consolidate all customer information in a Golden Record to make it available to the business lines concerned (after-sales, marketing, etc.).
Obtain a single 360° view of the customer and improve the resulting customer experience.
Improve the customer experience and avoid duplicate marketing messages damaging your brand’s image.
Deduplicating a large database involves several steps: standardizing the data first (normalizing names, addresses, and other fields to a consistent format), then applying matching algorithms to identify records that likely refer to the same entity. Candidate pairs are scored by similarity, reviewed (automatically or manually depending on confidence level), and merged — with a survival rule determining which version of each field is kept. DQE’s Duplicate module handles this process at scale, including for custom objects beyond standard contacts and accounts.
A survival rule (or merge rule) defines which data value is retained when two duplicate records are merged. For example, if two records for the same person have different email addresses, the survival rule might specify keeping the most recently updated value, the one verified as valid, or the one from a trusted data source. Well-designed survival rules are critical to ensuring the merged Golden Record is more reliable than either of the source records individually.
Studies and practitioner reports suggest that between 10% and 30% of records in a typical CRM are duplicates, with the proportion rising over time without active deduplication. In databases that have gone through mergers, migrations, or multi-channel data collection, the rate can be higher. Even at 10%, duplicates significantly skew reporting (inflating customer counts), waste outreach budget, and create inconsistent customer experiences. DQE has identified and eliminated duplicates in over 20% of company records in some client CRM deployments.
Duplicate records cause contacts to receive the same message multiple times, which increases unsubscribe rates, spam complaints, and customer annoyance. They also inflate audience size estimates, making campaign ROI harder to measure accurately. After deduplication, marketers work from a smaller but more accurate contact base — which typically yields higher engagement rates, lower costs per contact, and more reliable attribution data.
For most organizations, a major deduplication pass should be run at least annually, or after any significant data event — a CRM migration, an acquisition, a large data import. Beyond that, real-time deduplication at the point of entry is the most cost-effective ongoing strategy, as it prevents the problem from accumulating between batch runs. The right frequency also depends on the volume of new records being added and the sensitivity of the use case (e.g., financial services typically require more frequent checks than a newsletter database).
