Deduping a CRM is like an equation waiting to be solved. Just like a high school math, the more variables you know the values for, the easier the problem is to solve and the more likely you will come up with the correct answer.
A company’s website address is a unique identifier. It is more important than the company name. Look at Peoplesoft as an example. Long after the company was acquired by Oracle, you could navigate to www.peoplesoft.com. A few years later, it was totally absorbed, but the website did outlive the company.
Done properly, leveraging data markers within a CRM allows the properly trained consultant to pre-fill data for a more complete picture before deduping. In addition, the data should be standardized (sometimes called “normalized”) before the dedupe process is done.
If you take the correct measures of: (1) data normalization and (2) data fill before deduping, your dedupe process will be greatly improved.