Salesforce De-Duplication: Duplicate Management

  April 16, 2015       Erin Elliott

While in the middle of writing my de-duplication blog series, Salesforce unveiled their Spring 15 release notes with news of a new de-duplication offering for general release. The tool is called Duplicate Management, and as the final part of my blog series, I’m going to give you the lowdown on all you need to know about this new and exciting feature!

The Basics

  • First of all, the answer everyone wants to hear – IT’S FREE! Despite it being called Duplicate Management, no license is needed to use the tool.
  • Secondly, the native solution is compatible with the following editions: Professional, Enterprise, Performance, Unlimited and Developer.
  • Thirdly, the tool can be found in the setup menu: Setup > Administration > Duplicate Management. The functionality is turned off by default, but can be set up by your system administrator with configurable rules (If you happen to have this missing in the setup menu, the best thing to do is raise a case with Salesforce to get it enabled).


The Setup

The setup for this tool is really quite quick and easy. I found it very similar to the way in which DupeCatcher rules and filters are set up (a free application available from the AppExchange). The first step in the setup for Duplicate Management is to create a Matching Rule. Salesforce have pre-built 3 filters already which you can use (1 rule for each: Account, Contact and Lead), or you can go ahead and create your own.



Creating a Matching Rule


Once you have your Matching Rules in place, you can then go ahead and create the Duplicate Rule. The Duplicate Rule can identify duplicate records using multiple Matching Rules, since you might want to identify potential duplicate records based on two different rules at the same time.



 Creating a Duplicate Rule


Here you can also specify the action once a duplicate is identified – whether to block it, flag it, report on it, or whether to use a combination of all three.

Once you activate your Duplicate Rule, you’re ready to go!



Duplicate Rule Actions


Example of “Block” Message

The Pros

  • The tool is compatible with Salesforce1. None of the other tools I have reviewed in this blog series are Salesforce1 ready, so this is a really great out-of-the-box feature.
  • Standard and custom objects are supported, as well as cross-object matching, which makes this a great solution for all types of Salesforce implementations.
  • I really like that you can customise the matching of field mapping. This works well with cross-object matching, for example, matching Account Name on Contacts with Company Name on Leads.
  • The matching actions are flexible, allowing blocking but also warnings with override functionality.
  • We can now report on duplicate records! The number of times customers have asked for a report of duplicate records… and now there is finally a robust solution!


The Cons

  • Probably the biggest downside to this tool is that there is no page available to merge multiple records together. This means that merging of records is time consuming, going back and forth copying and pasting information together on the one record.
  • The tool only supports Accounts, Contacts, Leads, and Custom Objects. All other objects including Opportunities and Person Accounts are not currently supported. I was a little disappointed to find this one. A lot of our customers use person accounts and it means we couldn’t recommend this as a stand-alone solution to them at present.


The Summary

Overall, I think this tool is great! It’s user friendly, quick to set up, flexible in terms of matching criteria and specified actions, it’s report friendly – and it’s free! The “USP”of this tool has to be the compatibility with Salesforce1, which no other de-duplication tool seems to support at the moment.

As an overall summary for my de-dupe series, I decided to combine the comparison tables used in my 2 previous de-duplication blogs (links:  Salesforce De-Duplication: Free Applications,  Salesforce De-Duplication: Paid Applications), and assign recommendations which take into account this new functionality. It’s clear to see from the comparison table below that Duplicate Management has already placed a real foothold in the de-dupe market – and this is only the first general release! Watch this space for further release announcements from Salesforce and for blogs from me on Duplicate Management.