Salesforce is a great customer relationship management tool which has been deployed by a number of organizations across the world and is successful in delivering its benefit to everyone who works on this management tool. The “360 degree view of the customer’ is often used in describing the benefits received from Salesforce. But obviously there are some issues always present while managing big data in big systems. The CRM systems allow you to have a look at the customer records assuming that there are no duplicate records in the system. These duplicate records are just opposite of a 360 degree view. It is like two duplicate records make it a 180 degree view, 4 make it 90 degree and so on. These duplicate records provide issues to the customers making them unhappy.
What is the consequence of a duplicate data in Salesforce?
The quality of the data in Salesforce goes to low levels if there is duplicity in the data in the system. Imagine that there are two or three or more than three similar records of the same customer and when a salesperson calls the same customer using the different records unknowingly, it will obviously cause frustration from the part of the customer.
Similarly the duplicate records create a lot of records while managing the sales data internally. You might have tagged one record in a different way for the same customer and another in a different way. So it causes issues while handling your sales operations. Duplicate data means everyone related to it is wasting his precious time and therefore Salesforce dedupe is needed in order to manage a good flow of data with high quality.
What makes for a good Salesforce dedupe?
Let us go over in detail that what are the requirements for a good Salesforce dedupe.
Match anything and anywhere- It is important that you are able to dedupe native Salesforce objects and also dedupe custom objects. The Salesforce dedupe should be automatic which runs in the background on all of your data without the intervention of the user. You just need to work with your users in Salesforce screens to prevent the entry of the duplicate records in a way that does not come on the way of the workflow.
Define business rules to match the records at the field level. Set several variations in matching between fields. For example – 84 % matching on first name, 91% match on last name etc. You need to define several rules that execute simultaneously to compare the records from every angle for duplicity.
Select the best record among the duplicate ones- This is a very import aspect while searching duplicates in the database. You should intelligently select a survivor among the duplicate records which will pick the best field values from the records to consolidate for s Salesforce data merge.