Duplicates merged, fields normalised and stale leads surfaced automatically — so the database your team works from is one they believe.
Automations / CRM Hygiene
A CRM decays quietly. The same customer gets entered three ways, phone numbers arrive in four formats, half the records have no source, and leads nobody has touched since March still sit in the pipeline making the forecast look healthy. Eventually the team stops trusting it and goes back to their own spreadsheets, which is the moment the CRM stops being worth paying for. We automate the tidying — matching, merging, normalising and flagging — so hygiene is a background process rather than a job nobody has time for.
Get startedDatabases do not fail loudly. They decay — the same customer entered three ways, phone numbers in four formats, half the records with no source, and leads nobody has touched since spring still propping up the forecast. Eventually the team stops trusting it and goes back to their own spreadsheets, which is the moment the licence becomes a pure cost.
of enterprise data leaders rank data quality as the single biggest barrier to getting value out of AI
Gartner, 2025
of chief operations officers name data quality as their most significant data priority
IBM Institute for Business Value, 2025
lost every year to poor data quality, at more than a quarter of organisations
IBM Institute for Business Value, 2025
We measure what is actually wrong — how many duplicates, how many records missing a source, how much of the pipeline has not been touched in ninety days. The number is usually worse than expected.
We run the one-off tidy, then build the rules that stop it recurring: matching on the way in, normalisation on write, required fields at creation.
A monthly check on duplicates, completeness and staleness, so you can see hygiene holding rather than assuming it.
Matching on phone, email and fuzzy name so the same person entered three ways becomes one record with the full history attached — and so two of your team stop unknowingly working the same lead.
Postcodes, phone numbers, company names and addresses written in one consistent format however they arrived. Reporting, routing and deduplication all depend on this, and all quietly fail without it.
Rules you set by stage and by days untouched, surfacing leads that have gone quiet while they are still worth a call. Most businesses find real work sitting in there.
Required fields, valid formats and automatic owner and source assignment enforced when a record is created — so the cleaning has less to do next month.
Duplicates found, records missing key fields, pipeline gone stale, and the trend against last month. Decay becomes visible early rather than in a year, all at once.
The audit takes a morning and tells you your real duplicate rate, how much of the pipeline has gone quiet, and what is missing a source. It costs nothing to find out.
A one-off cleanse is billable and pointless — you are back where you started within the year. We build the matching, normalisation and required-field rules that stop the decay recurring, then report on whether they are holding.
Nobody should take a merge on trust. Our first run tells you exactly what it did before anything is final, keeps the history from every duplicate, and holds the ambiguous cases for you rather than deciding.
The audit takes a morning and gives you your real duplicate rate, your missing-source rate and how much of the pipeline has gone quiet. If those numbers say you do not need us, we will say so.
The audit usually answers that faster than a conversation does, and the number surprises people. A typical SME CRM that has run for three years carries somewhere between five and fifteen per cent duplicates, and a third of records missing the source that would tell you where the business came from. That is enough to make the pipeline figure wrong, the marketing attribution meaningless, and the team’s instinct to keep their own spreadsheet entirely rational.
No — merging keeps everything, and the rules are yours. We combine the history from every duplicate onto one record, keep the most complete value for each field, and can hold anything ambiguous for review rather than deciding for you. The first run is always reversible and we report exactly what it did before anything is finalised. Nobody should have to take a merge on trust.
Two things, and the second is the one people miss. The obvious one is recovered work — leads that went quiet because everyone got busy, not because the customer bought elsewhere, and a good proportion of them are still live. The second is that your pipeline figure stops flattering you. A forecast propped up by opportunities nobody has touched since spring leads to hiring and spending decisions made against money that was never coming.
Book a free discovery call and we’ll audit what your CRM is actually carrying, and what it would take to keep it clean without anyone doing it by hand.
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