Profile
A CRM gets messy by itself: the same customer twice, a contact who left two years ago, a company name with and without its legal suffix.
Every report and every mailing breaks on that, and at some point nobody trusts the numbers any more.
The CRM Cleaner finds the cases, proposes what should happen and only carries out what you have approved.
What it does, step by step
- Find duplicatesBy name, address, Chamber of Commerce (KvK) number and domain, even when the spelling differs.
- Spot gapsMissing fields you need for segmentation or invoicing.
- Flag outdated recordsContacts with no activity, email addresses that bounce, companies that no longer exist.
- Propose correctionsMerge, complete or archive, with the reasoning attached.
- Apply after approvalIn batches, with the option to roll back.
Works with these systems
- Databases
- APIs
Is your system not listed? We can connect any system, even if there is no standard integration. View all integrations.
What runs automatically and what does not
You stay in control.
Not every decision should be made automatically. For each workflow, we set out:
- What can happen automatically.
- What is put forward for approval first.
- When a person is brought in.
- What information is stored.
- How actions are logged.
Is this a fit for your organisation?
A good fit if
- Organisations with a CRM that has been in use for years and is filled in by several people.
- Businesses that want to report or segment on CRM data.
- Situations after a merger or a migration.
Less of a fit if
- Small, new CRMs with a single administrator.
- Deciding who owns an account: that is a sales decision.
What it can deliver
- Reports that add up again.
- Fewer cases of approaching the same customer twice.
- A CRM the team trusts again.
Directions, not promises. As soon as there is evidence from a client project, it will appear here as a substantiated result.
Frequently asked questions
Does the AI merge records itself?
Only after approval, and in batches that can be rolled back. In most CRMs a merge cannot be undone, so it is not something to leave running automatically.
How does it tell that two records are the same customer?
From a combination of details: Chamber of Commerce (KvK) number, address, email domain and name variants. When in doubt it asks rather than chooses. Merging two customers who are not the same is a bigger mistake than leaving a duplicate.
Can it fill in missing data?
From your own sources, yes, for example by comparing the CRM with your accounting system. Filling in from external sources is possible too, but that comes with costs and GDPR questions we discuss up front.
What happens to contacts that no longer exist?
They are flagged and handled according to your retention period. They are not simply deleted, because there is often history attached that you need for your records.
How to put this to work
- 1A short callTogether we look at your process and your systems, and whether this task is the best place to start.
- 2Set up on your rulesIntegrations with your own systems, and agreeing what may run automatically and what a person approves.
- 3Measure and adjustFirst alongside your team, only then on its own. We look at what it delivers and adjust.