A Duplicate Contact Record is where you have multiple versions of a singular person in your customer database. This is becoming a more common issue in modern data management due to the proliferation of data and increased number of channels data can now be captured through i.e. phone, email, website forms, social media etc. Effective data management, data governance and data capture systems are necessary to stop this from happening.
Duplicate Contact Records stop you from forming an effective Single Customer View (SCV). Without this one version of the truth of all your database, you will:
The task of identifying and removing duplicate contact records is becoming increasingly important with the strive towards achieving a Single Customer View.
Data Matching and Deduplication exercises are the most common way of removing existing duplicate contact records in a database. These look at unique values in order to identify which records are of the same person and then eliminates typos, nicknames or acronyms. This can be either be integrated into your database or done in a bulk, regular basis.