Duplicate records in customer data
Ticketclosed
Lindqvarn Retail · Duplicate records in customer data
Customer found duplicate customer records with variant names and contact details. Root cause: incomplete deduplication during CRM migration. Bethan recommended fixing in the CRM first.
What happened
What this says
As at Fri 9 Oct 2026Customer found duplicate customer records with variant names and contact details. Root cause: incomplete deduplication during CRM migration. Bethan recommended fixing in the CRM first.
Problem: Duplicate customer records from incomplete CRM migration deduplication, affecting analytics accuracy. Handling: Karin investigated with her team, identified the CRM migration as the root cause, and found that records used inconsistent customer IDs. Bethan recommended deduplicating in the CRM first using consistent customer IDs, then refreshing the brain. Watch: This is customer-owned data quality work. Follow up after the next refresh to confirm duplicates are resolved.
Details
Updated 9 Oct 26Trail
created · Karin Sjöberg 10 Oct 2025 12:51Hi, We're seeing duplicate customer records in the brain. It looks like some customers are appearing twice with slightly different names or contact details. This is affecting our analytics and our store managers can't get a clean view. Can you help us understand what's happening? Thanks, Karin- Public reply · Bethan Lister 10 Oct 2025 15:34Hi Karin, Just so I've got this right, you're seeing duplicate customer records with variations in names or contact details. Can you give me a couple of examples? That'll help me track down the cause. Also, can you check if the duplicates are from a particular source, like your CRM or e-commerce platform? Thanks, Bethan
- Public reply · Karin Sjöberg 13 Oct 2025 10:47Hi Bethan, Thank you for responding. We have looked at this together with the team. We should anchor this, the duplicate records are coming from our CRM. When we migrated the data a few months ago, we did not de-duplicate properly on the customer ID. Some customers have both old and new records with different email addresses or phone numbers. What do you recommend we do? Best, Karin
- Public reply · Bethan Lister 13 Oct 2025 11:22Hi Karin, Good detective work. The cleanest fix is to de-duplicate in your CRM first, merge the duplicate records using a consistent customer ID. Once that's done, we'll re-run the next nightly refresh and the brain will pick up the clean data. If you need help with the CRM cleanup, we can advise. Thanks, Bethan
- Internal note · Bethan Lister 13 Oct 2025 14:42Escalated to Ewan for CRM de-dup guidance. Customer will clean data on their side; follow up after next refresh to confirm duplicates are resolved.
- Status change · 17 Oct 2025 23:59