If you accidentally created two of the same customer or service location, you can merge the records together, as reported by ServiceTitan. In your HubSpot account, you can merge two records of the same object into one record, according to HubSpot.
How to merge duplicate customer records in your crm
The core action is combining two existing profiles into a single entry. ServiceTitan defines this process for customers and service locations, allowing you to consolidate data when duplicates occur. HubSpot describes the same capability for records of the same object within your account. This guide covers the specific steps for these platforms and others to help you clean up your customer data.
Start by locating the duplicate entries in your system. In Dynamics 365, select duplicate rows from the view page in your model-driven app, then select Merge in the command bar at the top. ServiceTitan adds information from the removed record to the kept record when that information is missing from the kept record. This action reduces clutter and ensures your reporting reflects unique customers rather than repeated entries.
Key takeaways for how to merge duplicate customer records in crm software
- ServiceTitan adds missing information from the removed record to the kept record during a merge ServiceTitan.
- You require Access Settings, Merge Customers, and Merge Locations permissions to use the ServiceTitan merge feature ServiceTitan.
- HubSpot prevents merging if records have been included in a combined total of 250 or more merges HubSpot.
- It can take up to 30 minutes for all records’ activities to sync after a HubSpot merge HubSpot.
- Turning off the HubSpot setting that automatically creates and associates companies with contacts is recommended to avoid future duplicates HubSpot.
A filled reference table for merge capabilities by publisher
The table below maps the seven specific merge capabilities and limits documented in this guide. Each row names the publisher that defines the listed capability or limit.
| Item | Publisher | Capability Description |
|---|---|---|
| 1. Merge Action | ServiceTitan | Merge duplicate customer records |
| 2. Data Transfer | ServiceTitan | Any information in the record being removed that is not on the record you are keeping will be added to the record you are keeping |
| 3. Permission Check | ServiceTitan | The Access Settings, Merge Customers, and Merge Locations permissions are required to use this feature |
| 4. Detection Rule | Microsoft | Microsoft Dataverse helps you address potential duplicates by providing duplicate detection for active rows, such as accounts and contacts |
| 5. Sync Delay | HubSpot | It can take up to 30 minutes for all the records’ activities to sync |
| 6. Merge Limit | HubSpot | You cannot merge records if they've been included in a combined total of 250+ merges |
| 7. Prevention Setting | HubSpot | Turn off the HubSpot setting to automatically create and associate companies with contacts to avoid future duplicates |
ServiceTitan defines the merge action for duplicate customer records, as reported by ServiceTitan. The same source specifies the data transfer logic, stating that any information in the record being removed that is not on the record you are keeping will be added to the record you are keeping, as reported by ServiceTitan. ServiceTitan also outlines the permission check, noting that the Access Settings, Merge Customers, and Merge Locations permissions are required to use this feature, as reported by ServiceTitan.
Microsoft documents the detection rule capability, explaining that Microsoft Dataverse helps you address potential duplicates by providing duplicate detection for active rows, such as accounts and contacts, as reported by Microsoft.
HubSpot defines the sync delay, stating that it can take up to 30 minutes for all the records’ activities to sync, as reported by HubSpot. HubSpot also specifies the merge limit, noting that you cannot merge records if they've been included in a combined total of 250+ merges, as reported by HubSpot. Finally, HubSpot describes the prevention setting, recommending you turn off the setting to automatically create and associate companies with contacts to avoid future duplicates, as reported by HubSpot.
Step one: identify and select duplicate profiles
Finding duplicates before merging is the critical first move in cleaning up your customer data. Different platforms use distinct methods to surface these records, so knowing how to locate them in Housecall Pro and Dynamics 365 saves time and prevents accidental data loss.
In Housecall Pro, the process begins with an automated scan. The platform offers a new tool that automatically identifies possible duplicate customers and makes it simple to merge them, as reported by Housecall Pro. This feature acts as a duplicate identification tool, scanning your existing customer list to flag entries that appear to be the same person or business. You do not need to manually compare every name or email address; the system handles the initial detection for you. Once the tool flags potential matches, you review the list to confirm which entries are indeed duplicates. Automatic detection helps you prioritize possible duplicate customers for review.
After confirming that the customers are duplicates, you proceed to the selection phase. According to Housecall Pro, you select one or more of the duplicate customers, then click Merge in the upper right corner. This specific action triggers the merge process. The interface places the Merge button in a consistent location, making it easy to find once you have highlighted the relevant rows. In Housecall Pro, select one or more confirmed duplicate customers, then click Merge in the upper right corner.
In Dynamics 365, the approach relies on Microsoft Dataverse capabilities. Microsoft Dataverse helps you address potential duplicates by providing duplicate detection for active rows, such as accounts and contacts, according to Microsoft. This detection mechanism scans active data rows to identify entries that may represent the same entity. Microsoft Dataverse provides duplicate detection for active rows, such as accounts and contacts. The system flags these potential matches so you can review them within your application environment.
Step two: execute the merge and verify data transfer
Once you have selected the correct profiles, the next phase involves executing the actual merge command and confirming that the data transferred correctly. The specific mechanics of how data moves depend on the platform you are using, so it is essential to understand what happens to the information in both records during the process.
This action combines the selected entries into a single entity. When you perform this action, you must verify that the resulting profile contains the necessary information from both original entries. Because the merge consolidates two objects, you should check that the primary fields you rely on for billing or reporting are present in the final record.
ServiceTitan handles the data transfer with specific logic for the information that moves between records. When you merge duplicate customer records in ServiceTitan, any information in the record being removed that is not on the record you are keeping will be added to the record you are keeping, as reported by ServiceTitan. This means that if the duplicate profile has a phone number or address that the main profile lacks, that data will be appended to the main profile during the merge. You should review the merged profile to ensure that these added details are accurate and do not conflict with existing data.
Additionally, ServiceTitan carries over specific business documents associated with the records. When merging customer and Location Records, any service agreements and proposals associated with the record are carried over to the merged profile, according to ServiceTitan. This is a critical step for operations managers who track ongoing contracts or pending proposals. If you have active service agreements on the duplicate record, they will move to the merged profile. You must verify that these agreements are visible and accessible in the merged record to ensure that billing and scheduling continue without interruption.
After merging, review the kept profile for missing information, service agreements and proposals.
Step three: understand platform specific limits and delays
HubSpot sets specific boundaries on how many times a record can participate in the merge process. According to HubSpot, you cannot merge records if they have been included in a combined total of 250 or more merges. The documentation provides a specific example where Contact A and Contact B have each been involved in 130 merges, reaching the threshold that prevents further merging. This limit applies to the total count across both records, so you must track the merge history of each profile you plan to combine. If you attempt to merge two contacts that have already accumulated 250 or more combined merge instances, the system will block the action.
After a HubSpot merge, all records' activities can take up to 30 minutes to sync. The platform states that it can take up to 30 minutes for all the records’ activities to sync. You should allow this 30-minute period to pass before verifying that all associated activities, notes, and tasks have moved correctly to the primary record. This delay is part of the standard processing time for the merge function and does not indicate an error in the data transfer.
Access to certain duplicate management features in HubSpot depends on your subscription level. A Professional or Enterprise subscription is required to manage individual duplicates and display up to 10,000 duplicate pairs using the duplicates manager tool. If you are on a lower-tier plan, you may not have access to the full interface for reviewing and managing these pairs. This requirement ensures that the tool’s capacity for handling large sets of potential duplicates is available to users with higher-tier subscriptions. Check your current plan status before relying on the duplicates manager to identify and resolve conflicts at scale.
HubSpot also provides a mechanism to correct mistakes in duplicate identification. You can roll back rejected duplicate pairs up to 14 days after the pair was rejected. This window allows you to undo a decision if you realize that two records were incorrectly marked as non-duplicates. Rejected duplicate pairs can be rolled back within 14 days of rejection. Keep a log of rejected pairs during your cleanup process so you can act quickly if a false negative occurs.
Step four: configure detection rules to prevent new duplicates
Preventing new duplicates requires adjusting specific system settings rather than relying on manual checks. For HubSpot users, the documentation for Merge records advises reviewing your account configuration. If your account has turned on the HubSpot setting to automatically create and associate companies with contacts, it is also recommended to turn off this setting to avoid future duplicates, according to HubSpot. This specific toggle controls how the system handles new contact entries. HubSpot recommends turning off automatic company creation and association with contacts to help avoid future duplicates. You should verify this setting in your account preferences before closing your cleanup session.
In Microsoft Dynamics 365, the approach relies on the underlying data platform. Dataverse includes duplicate detection rules for accounts and contacts, as stated in the Merge duplicate records documentation by Microsoft. These built-in rules monitor new entries for those specific record types. However, the system does not automatically cover every type of data you might store. If you want the system to detect duplicates for other record types, you need to create a new duplicate detection rule, published by Microsoft. Detecting duplicates for other record types requires creating an additional duplicate detection rule. You must manually define the fields and conditions for each additional record type you wish to monitor.
Select the record type that is currently unmonitored. This step ensures that your prevention strategy covers the full scope of your customer data, not just the default account and contact records.
Related guides
FAQ: How to merge duplicate customer records in crm software
What happens to the data when I merge two duplicate customer records?
ServiceTitan adds any information from the record being removed that is not already on the record you are keeping. This data transfer logic applies specifically to the merge process described in their documentation. You should verify which record you are keeping before executing the action.
How many times can I merge the same record in HubSpot?
HubSpot prevents merging if the records have been included in a combined total of 250 or more merges. For example, if Contact A and Contact B have each been involved in 130 merges, their combined total reaches the limit. You must monitor your merge history to stay under this threshold.
Do I need special permissions to merge records in ServiceTitan?
ServiceTitan requires specific permissions to use the merge feature. You need Access Settings, Merge Customers, and Merge Locations permissions enabled for your user profile. Check your account settings to ensure these specific permissions are active before attempting a merge.
How long does it take for activities to sync after a merge in HubSpot?
HubSpot states that it can take up to 30 minutes for all the records’ activities to sync. This delay applies to the activity data associated with the merged records. Allow this time before verifying that all historical activities appear correctly on the kept record.
Can I create duplicate detection rules for record types other than accounts and contacts in Dynamics 365?
Microsoft notes that if you want the system to detect duplicates for other record types, you need to create a new duplicate detection rule. The standard rules do not automatically cover every record type in your environment. You must configure these additional rules manually to extend detection beyond the default scope.