High Volume Challenge
EF Language is amazingly successful in generating leads for their business. Tens of thousands of new records are created each week, sometimes even per day. Most of these Leads come from various online channels web forms and different fairs and competitions.
When following up on all those Leads, EF agents need a coherent 360-degree customer view to make the right decisions and to not waste time following up on Leads already handled by a colleague. EF also sends out brochures, sending the same brochure twice to a customer would waste money and natural resources.
EF is shifting from self-built custom software to packaged software. One of the biggest changes is the migration from a self-built CRM to Salesforce. Since the EF web properties do not have an account system, a lot of those newly created records are duplicate. Before using Duplicate Check, EF used a self-built deduplication tool.
An EF team manually merges records that are probably duplicate but not a 100% hit.
Because EF splits its commercial activities into different markets, it was imperative that a duplicate needed to be found within a single market, but not across markets. EF also wanted to control the automatic merge logic themselves.
In short, the challenge was twofold: First, EF wanted to deduplicate extremely large amounts of data automatically as soon as they enter the system. Second, the thousands of EF agents who work on deduplication needed a fast and responsive tool native to Salesforce.
EF uses Duplicate Check to automatically deduplicate all newly inserted records. The processing power of Salesforce is not sufficient to handle the processing of peak loads in a matter of minutes. For example, when an influencer promotes EF on social media thousands of leads are created. Duplicate Check has configured Direct Processing in such a way the most important leads are processed first.
EF leverages APEX plugins to use their own merging business logic in the automatic processing of duplicates.
Duplicate Check allows for matching within EF markets. The object filter only identifies duplicates when they share the same value for a specified field (the value ‘US’ for the field ‘market’ for example).
All EF agents who are responsible for following up on leads use the Duplicate Check Live lightning component. This component is featured on record pages and warns users about possible duplicates. When they confirm a duplicate pair, they merge it using the Duplicate Check merge feature.
Based on feedback from EF, Duplicate Check developed the ‘Overall Job Results’ feature in the app. This overview shows all duplicates found with different jobs in one list.
Experience Duplicate Check