Deduplication, explained
A duplicate record is a second entry for someone who already exists in the CRM. In India it happens constantly: a buyer fills in a Meta form, calls from a second number a week later, and is in last year's spreadsheet import with a different spelling of their name. Each copy has part of the story, so two salespeople may call the same person, or a promising lead is ignored because its history sits on the other record.
Deduplication has two halves. Detection compares records on identifiers such as phone number, email address and company domain, usually after normalising them, for example treating +91 98200 12345 and 09820012345 as the same number. Resolution decides what to do with a match: merge the two records field by field, keeping the correct value for each, or mark them as genuinely different people who happen to share an office phone.
Catch duplicates as leads arrive, when they are cheap to fix, rather than in a yearly clean-up. Never merge automatically on a weak signal such as a name alone; two people called Rahul Sharma in the same city are common. And keep the merged history, so every call and message from both records appears on the one that survives. DigiPix Flow gives leads, contacts, companies and deals their own duplicates desk, each showing why two records look alike.