Data cleanup and alerts — Duplicates and missing details caught early, and sent to the right person
Data cleanup and alerts scan your CRM, job system or accounting records for problems people miss. That means duplicate customers, missing phone numbers, jobs closed without an invoice, or prices that don't match the list. Each problem goes to the person who owns it, and merges or deletions wait for approval.
By Julia Ja, Owner
Thursday scan · records to fix
3 to fix- Two customers, same phone and tax IDSuggested merge · office managerMerge?
- New item priced below costSent to the purchasing leadPrice
- Tax-exempt customer, no certificateRecord link sent to their sales repMissing
- Phone numbers reformattedFixed automatically, as your rules allowFixed
Why it matters
The problem it solves
Records go wrong a little at a time. A customer is entered twice, a phone number is left blank, or a job is closed without an invoice.
Nobody notices until it causes trouble, like a double invoice or a renewal notice sent to an old email. By then cleanup is a big project, and it keeps getting put off.
Example · illustrative
A wholesale distributor's Thursday scan
- Thursday's scan of the accounting system finds three problems.
- Two customer records share a phone number and a tax ID, so the office manager gets a suggested merge.
- A new item was entered below its cost, which goes to the purchasing lead.
- A tax-exempt customer has no resale certificate on file, so their sales rep gets a link to the record.
- The office manager compares the two records and approves the merge.
How it works
How data cleanup and alerts works
- Starts whenA scheduled scan, or a record is created or changed
- 1Step 1Scan the recordsRules check for duplicates, blank required fields and values outside the normal range.
- 2Step 2Group and rankSimilar problems are grouped, and those that affect billing or customers come first.
- 3Step 3Fix the safe onesFormatting fixes you allow, such as phone number format or name capitalization, are applied automatically.
- 4Step 4Alert the ownerEverything else goes to the person responsible, with a link straight to the record.
- A person decidesApprove merges and deletionsA person confirms before any records are merged or removed.
Before · by hand
- Duplicates pile up until a customer gets two invoices.
- Missing details are found only when someone needs them.
- Cleanup happens once in a while, as a big project.
With data cleanup and alerts
- Problems are found soon after they're created.
- Each alert goes to the person who can fix it.
- Merges and deletions wait for a person's approval.
What we build
The parts of data cleanup and alerts
Your systems
- HubSpot
- Salesforce
- QuickBooks Online
- Airtable
- Slack
- Microsoft 365
What we build
1Rule set
The checks you choose, such as duplicates, blank required fields, closed jobs with no invoice and values outside normal ranges.
2Matching
Compares phone, email, address and name spellings to score how likely two records are the same customer.
3Safe fixes
Formatting fixes you approve in advance, such as phone formats and capitalization, applied automatically and logged.
4Owner routing
Sends each problem to the person responsible for that kind of record, with a direct link to it.
5Digest and approvals
Groups alerts into one digest per owner, and holds every merge or deletion until a person approves it.
Your team decides
- A person approves every merge and deletion.
- Record owners decide how to fix each flagged problem.
Industries it fits
What data cleanup and alerts looks like in each industry
HVAC, plumbing & electrical
Jobs marked complete with no invoice, and one customer saved twice under different addresses, are flagged. The office gets one list each morning instead of finding the gaps at month-end.
Everything for hvac, plumbing & electricalYour industry isn’t listed, or works differently? Describe it and get an answer in a minute.
Getting started
What you need first
We go through these with you in the audit, before anything is built.
Before we start
4 things to have ready- Access to the systems to scan, with read permission and, if you allow it, permission to apply safe fixes.
- A list of what counts as a problem for your business, such as required fields and normal price ranges.
- A named owner for each kind of problem.
- A decision on which fixes may happen automatically and which need approval.
How a rollout runs
- 1Agree on the rulesWe list the record problems that cause real trouble today, and turn each one into a written check.
- 2Run a first scanWe scan existing records and review the results with you before any alerts go out.
- 3Work the backlogExisting duplicates and gaps are worked through in batches, with every merge approved by a person.
- 4Switch on ongoing checksNew and changed records are checked as they come in, and digests go to each owner.
- 5Tune the noiseRules that flag too much or miss real problems are adjusted, or turned off.
What to measure
How to know it's working
Weekly report · data cleanup and alerts
IllustrationOpen problems by type
Shows where records go wrong, and whether the backlog is shrinking.
New problems created per week
Points to the form or process that keeps creating them.
Time from alert to fix
Shows whether owners act on alerts or let them pile up.
Suggested merges rejected
Many rejections mean the matching rules are too loose.
Problems found by customers first
These matter most. Each one should become a new rule.
We measure the baseline before building, so the change can be compared afterwards.
When it’s not a fit
- Alerts only help if someone fixes them. Without named owners, the digest becomes one more ignored email.
- Matching is never perfect. Two different people can share a name and an address, so merges always need approval.
- If the same problem keeps appearing, the fix is usually a form or process change, not more alerts.
- Systems that can't be read by API or export can't be scanned. Check access before planning the rules.
Tool or custom build
Do you need a custom build?
Option A · a ready-made tool
An off-the-shelf tool may be enough
HubSpot and Salesforce include duplicate management, and tools like Insycle and Dedupely add bulk cleanup for CRMs. They fit well when the problems live in one CRM.
Option B · built around your systems
When a custom build is worth it
A custom build makes sense when checks span several systems, such as jobs against invoices, or follow rules specific to your business.
Not sure which fits?
What it typically costs
Typical ranges as of October 2026. Not a quote.
Ready-made tool, set up by us
An existing platform on your own account, configured for your business.
- Setup, one timepaid to Lorryn
- $750–$1,500
- Tool subscriptionpaid to the provider
- $15–$75 / month
Fits when your process matches what the platform already does.
Custom build
Built around how you work, with no platform subscription. You own it.
- Build, one timebasic version to full version
- $2,000–$5,000
- Running costshosting and usage, on your accounts
- ~$5–$25 / month
Fits when your systems, rules or exceptions don't match a ready tool.
Optional Automation Care: $125 · $250 · $375 / month
1, 2 or 3 hours of support a month, with monitoring and alerts included. Without it, you run it yourself after handover.
Typically works with HubSpot, Salesforce, QuickBooks Online, Airtable.
Booking into or writing to your field-service, practice or shop software adds up to $500 to the ready-made tool (often a built-in feature) and $500–$1,500 to a custom build.
Your price depends on volume, the systems involved and how many exceptions need a person. Our team confirms a fixed price before any work starts.
Proof and who stays in charge
Who does what
The automation does the routine steps. A person makes the call.
- 1Scan the recordsAutomated
- 2Group and rankAutomated
- 3Fix the safe onesAutomated
- 4Alert the ownerAutomated
- 5Approve merges and deletionsA person
FAQ
Questions about data cleanup and alerts
No. Merges and deletions always wait for approval. Only the formatting fixes you allow are applied automatically.
It compares phone, email, address and name spellings. Strong matches are suggested for merge, and weak ones are listed for a person to judge.
Alerts are grouped into a digest, and rules are tuned so real problems stand out. You can turn any rule off.
Yes. The first pass covers existing records, then it keeps watch on new ones.
Every change is logged with the values before and after, so formatting fixes can be reversed. Merges are checked by a person before they happen.
Each owner sees only the problems routed to them, inside systems they already have access to.
Yes. New checks can be added as new problems turn up, and any rule can be paused or removed.
Related use cases
Often built together
- Data & reportingSystem syncKeeps customers, jobs and invoices in step between the systems your team already uses.
- Data & reportingAutomated reportingPulls numbers from your systems into a scheduled report with a short plain-English summary.
- Billing & paymentsBank and payment reconciliationMatches bank deposits and processor payouts to invoices and flags what doesn't line up.
Want data cleanup and alerts for your business?
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