Duplicate contacts

Two contacts match if they have the same email address (ignoring capitals and spaces), or the same name at the same company. Every record in a matching group counts. Matching is exact: Preflight won’t guess that “Jon” and “Jonathan” are one person. On Attio, email addresses are unique by design, so duplicates there are usually the same person under two addresses.

Two things go wrong:

• Reps check which record is real, log calls to the wrong one, and sometimes both email the same buyer.
• Activity history splits, so nobody sees the whole relationship.

The report prices this at 4 minutes per duplicate per month at $65 an hour, which is $52 per duplicate record per year.

• Under 2% duplicates. Measured on the merged data (Uniqueness score 95+).
• Rules you can read. Merges follow a readable rule, not a black box.
• Snapshot first. We export your pre-merge data before merging.
• Nothing guessed. Anything ambiguous goes on an exception list you get at handover.

The handover data dictionary records what creates contacts in your CRM, so you know where new duplicates come from. The before-and-after scan in your handover pack shows where you started.