CRM Hygiene Agent
Duplicate records get merged, stale ones get flagged, and gaps get filled — every night.
What it watches
Your CRM database on a nightly schedule
What it does
Dedupes and enriches records, flags decaying contacts, and reports what changed
When it asks a human first
Any merge it is not confident about is queued for your one-click approval instead of guessing which of two records is the "real" one. An approval that sits untouched for more than a few days resurfaces at the top of the next digest instead of aging silently to the bottom of a list nobody scrolls to.
How it works
- 1Scans nightly
Runs a full pass over your CRM every night, so hygiene never depends on someone remembering to clean it up. That nightly cadence also means a duplicate created by a form submission at 11pm is caught and merged before your sales team opens their pipeline the next morning.
- 2Finds duplicates
Matches records on email, phone, or company+name combinations, scoring confidence before touching anything. A shared company phone number alone never counts as a match on its own — it only tips the score when paired with at least one other signal, so two different employees at the same firm don't get merged into one contact.
- 3Merges the clear cases
High-confidence duplicates merge automatically, keeping the most complete and most recently active record as primary. Every field the losing record has that the primary is missing gets folded in first, so a merge never quietly drops a phone number or note just because it happened to sit on the "wrong" duplicate.
- 4Flags stale contacts
Contacts with no activity past your defined window get a decay flag instead of silently rotting in pipeline reports. The staleness window is set per contact type, not globally, since a decision-maker gone quiet for 60 days means something different than a newsletter subscriber gone quiet for 60 days.
- 5Escalates the ambiguous
Any merge it is not confident about goes to you for a one-click approval instead of guessing which record is correct. That approval view also shows exactly which fields would be kept versus dropped in the proposed merge, not just the two record names, so approving it is an informed decision rather than a coin flip.
What triggers it
- · Nightly scheduled scan of your CRM database
- · Two records match on email, phone, or company + name
- · A contact has had no activity past your staleness window
- · A record is missing a field your team relies on
What you get
- · Merged duplicate records, with a change log
- · A decay-flag on contacts past your staleness threshold
- · Enriched fields filled from public/firmographic sources
- · A weekly hygiene report — merges made, flags raised, fields filled
Not the right fit if
Not for a CRM under a few hundred records — at that size, drift is visible and cheap to fix by hand. It's also not needed for a CRM populated entirely through one tightly controlled integration with enforced unique IDs and no manual entry point — there's no path for a duplicate to get created in the first place, so there's nothing for a nightly scan to find.
The math
At ~4,000 records/mo × 1 min, that is roughly 66.7 h/mo — an estimate, not a guarantee.
Frequently asked
Yes — every merge is logged with the pre-merge state, so it can be reversed if something was matched wrongly.
No — it flags them. Deciding whether to remove or re-engage a stale contact is your call, never automatic.
Public firmographic sources and your own historical CRM activity — never scraped from a contact’s private accounts.
Yes, and most other CRMs that expose a REST API or webhook for record changes.
No — Lead Enrichment fills in missing company and role data on a new record; this agent only acts on records that already exist and match each other. The two run on different triggers, so an enrichment write and a hygiene merge don't race for the same field at the same time.
Ready to put crm hygiene agent to work?
Tell us about your setup and we'll confirm it fits within 48 hours.