GlossaryUpdated 20 September 2026 · also: contact record, single customer view, customer graph
Customer record (contact)
Definition
A customer record is one person, once: their WhatsApp number, email and Instagram handle on the same row, every conversation on any channel in one thread, every ad click, form, deal and payment on one timeline. Two records for one person is the bug a CRM exists to prevent.
On this page
How records merge
Deterministically — the same phone number, the same verified email — never on a guess like a similar name. A merge keeps the losing record's data so it can be undone.
What sits on it
- Identities per channel.
- The fields the business defined (budget, city, product interest).
- Conversations, with who answered each — a person or the agent.
- Touchpoints, deals, payments, tasks, and the running summary.
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Nearby terms
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