CRM Account Merge Review
Design a protected merge flow that combines duplicate company accounts while preserving field provenance and related records.
The brief
Understand the problem
Background
Duplicate CRM accounts split contacts, opportunities, activities, ownership, and reporting. A blind merge can overwrite a trusted value, violate territory rules, or attach confidential notes to the wrong legal entity.
User context
Revenue operations specialist Jo finds two records for the same customer after an acquisition. One holds active opportunities, while the other has the verified legal address and parent-company link.
Product problem
Operators need to confirm entity identity, choose values with source context, and preview downstream changes before combining records.
Objective
Create duplicate comparison, field resolution, relationship preview, and reversible merge completion for two company accounts.
What to design
Define the experience
Required experience
- Review why two accounts are considered duplicates
- Compare fields with source and freshness
- Resolve ownership and related-record conflicts
- Confirm the merge and inspect the recovery window
Screens and states
- Duplicate candidates
- Field comparison
- Relationship impact review
- Merge outcome
Core user flow
Follow the critical path
- 01
Jo opens the suspected duplicate pair and verifies legal identifiers
- 02
She keeps the verified address and the newer industry classification
- 03
The preview reassigns contacts and opportunities but flags a territory conflict
- 04
After manager approval, the merge completes with a reversible record
Product rules
Requirements and constraints
Requirements
- Show match evidence without claiming certainty
- Preserve provenance for every selected field
- Preview contacts, opportunities, activities, consent, ownership, and integrations
- Create a merge audit record and time-bound recovery path
Constraints
- Different legal entities cannot be merged
- Protected fields may require specialist approval
- External synchronization must be considered before execution
Reality check
States worth considering
Finish line
What to deliver
- Four desktop screens showing provenance and downstream impact
Optional direction
Visual resources
Use these as a starting constraint if you want one. They are not part of the required solution.