Set the boundary for automatic merges.
Agree which identifiers justify a match, which conflicts block it and who reviews the exceptions. A shared name alone should not collapse two people into one.
See example
One customer, across every channel
She knows she’s
the same customer.
Do your systems?
A quote on the web. A purchase through an agent. A call to customer service. Each interaction adds a record. It should also add understanding.
01 / Fragmentation
One person.
Two versions of the story.
Elena asks for a quote online, then buys through an agent using another email address. The website remembers a prospect. The CRM knows a customer. Copying the records between systems does not resolve the difference.
- Journey
- Requested a quote
- elena.personal@example.com
- Language
- Spanish Inferred from browser
Same
customer?
customer?
- Journey
- Completed a purchase
- elena.work@example.com
- Language
- English Recorded by the agent
Marketing repeats the offer.The purchase is missing from the audience used for the next campaign.
Service starts again.The agent asks for information the customer has already supplied.
Reporting counts records.One customer appears as two people, breaking the path from enquiry to sale.
02 / Identity
A duplicate is a decision.
Not just a resemblance.
Joining too little leaves the customer fragmented. Joining too much mixes different people’s details. Golden compares the available identifiers and sends uncertain cases to a person who can decide.
Enlarge03 / In practice · Grupo Piñero
A shared customer record
across four channels.
Grupo Piñero brought together customer records from Oracle CRM, Salesforce, the web and OTAs. Automatic and manual duplicate resolution established a common customer view for marketing and sales, with shared attributes for consent and channel interaction.
Read the Grupo Piñero customer story- 8M+
- customer records
- 4
- integrated channels
- 25
- customer attributes
“Trazadera’s Golden saved us time and resources. Our data is cleaner than ever, leading to better customer experiences and targeted marketing.”
Mateo Ramón Sastre · Chief Technology & Transformation Officer, Grupo Piñero
Golden customer presentation
04 / The method
Agree on the customer.
Keep the source of every answer.
Trazadera Golden prepares the source data, resolves identity under explicit rules and determines which values should survive. Source references stay attached, and the governed record is published to the destinations you configure.
Source records
WebsiteQuote · 123
CRMPurchase · A1314
Trazadera GoldenOne governed customer
- Resolve identityAre these records the same person?
- Choose the valuesWhich source should take precedence?
- Retain the historyWhat changed, who decided and why?
Human review where policy requires it
Configured destinations
Customer serviceRecognise the relationship
MarketingBuild a reconciled audience
ReportingConnect enquiry and sale
05 / Action
Make the rules before
you multiply the records.
Decide which source wins each field.
Give business owners responsibility for the values that matter: contact details, preferred language and channel permissions. Define precedence explicitly and inspect the resulting record before committing a merge.
See example
Make corrections explainable.
Require a reason for consequential changes. When a contact detail or customer identity is questioned, the team should be able to trace the merge and the corrections that followed.
See example
Start with one customer journey
Where does your customer
become someone else?
Choose one journey and the systems that disagree about it. We can define the first customer domain, the rules it needs and the teams that will use it.
Discuss your customer data