Understanding Endear's Customer Data Merging System

Overview

Endear’s customer data merging system automatically identifies and merges duplicate customer records within the CRM, ensuring data remains clean and unified.

Merging Criteria

The system monitors customer data for duplicates based on the following criteria:

1. Email Address

   • Identifies duplicate profiles with the same email address.

2. Name and Phone Number

   • Detects duplicates by comparing full names (at least 80% similarity) and phone numbers.

Merge Frequency and Duration

• The customer merging events are triggered every 30 minutes.
• The time it takes to detect and merge duplicate records depends on the volume of data and the number of duplicates found and may take up to 24 hours.

Handling Merged Customer Profile Attributes

• The system determines which values to retain based on the completeness, recency, and integrity of the data.
• Additive attributes (email addresses, phone numbers, notes, assigned users) are combined from all profiles.
• Full replacement attributes (full name, other singular values) are taken from the merge target profile or the profile with the latest updated_at value.