Duplicates are a symptom
CRM
4 min read
In short
Merge every night, then fix the form that keeps creating new records.
When a CRM fills with duplicates, the usual fix is a clean-up day. It works for a month. The duplicates come back because the places that create them are still there.
Before our CRM agent merges anything, it records where each record came from: a checkout, a webinar form, an import, a sales call. The pattern usually points to one or two forms.
Merge every night, fix the source once
The agent merges at 02:00 and keeps the full history. Then we fix the form that keeps creating new records. At Coursewell, two forms were behind most of the 369 merges a week; both are on next month’s list.