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Creating doubles
If we are looking in the database for an existing customer, and we do not find him or her immediately, a ´new´ and ´double´ record will likely be created. Also when an existing client presents himself or herself under the partner´s name, it is likely that no identification data are found and a new record will be created. The same thing will occur when people move: without updating the new address, all contacts with the client will be lost.
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Merging doubles
Exchanging customer information with different systems and databases also creates doubles. Information from various source files is merged in data warehouses where correct matches are once again of primary importance. The only suitable solutions to this problem are offered by internal de-doubling with maximum discriminating keys.
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