Profile data entered by users and guests from various sources, such as the PMS or a webform, can be challenging to keep standardized and consistent.  When data doesn't match between profiles, merges are less likely to happen.  For effective campaigning, avoiding duplicate profiles and creating top-notch, professional messaging is necessary.

To increase the likelihood of profile matches, Cendyn CRM has an optional profile cleanse feature at no cost to customers.  Guest profiles are matched using one of the following rules:

• First Name, Last Name, Email Address - OR -
• First Name, Last Name, Phone Number - OR - 
• First Name, Last Name, Address, Zip/Postal Code

If two profiles match with any combination above, the profiles are merged.   When profile cleanse is activated, these fundamental cleanse rules will immediately start standardizing new profile data coming into Cendyn CRM before the match routines compare profiles:

• Email Formatting: Conducts format checks on Email Address field (i.e., xxx@xxx.xxx or xxx@xxx.xxx.xx, etc.)
  • There must be a value before the @ symbol and a valid domain format (i.e., .com, .net, .org, .com.br, etc.); if not, the email address is removed entirely
  • Email addresses are never updated or corrected, only removed for improper formatting
  • Emails are not validated with cleanse, only checked for formatting
• Email/Phone Placement: Corrects mistaken field placements (i.e., swaps a recognized email in the Phone Number field to the Email Address field or vice versa)
  • If a properly formatted email address exists in the Phone Number field and there is no existing, formatted value in the Email Address field, the email is moved accordingly
  • If a phone number (minimum 10 or more digits only) exists in the Email Address field and there is no value in the Phone Number field, the phone is moved accordingly
  • If both values are improperly placed, both are swapped
• Phone Formatting: Removes all non-numeric characters (letters, punctuation, symbols, spaces, etc.) from the phone field
  • No numbers are replaced or updated
  • Phone numbers are not validated with cleanse, only standardized to all digits
• Removing Spaces: Removes all leading and trailing spaces in the Last Name, First Name, and Phone Number and Email Address fields
  • No spaces in between letters or names are removed; only those spaces at the beginning or the end of the field values (i.e. [space]Doe Smith is updated to Doe Smith, or jdoe@gmail.com[space] is updated to jdoe@gmail.com)
• Proper Capitalization: Capitalizes the first letter of the First Name and first letter of the Last Name
  • Though capitalization is not considered when matching and merging profiles, a professional presentation of guest names is essential
  • If a space exists between two names in the same field, the first letter of each name is also capitalized (i.e., First Name of "john david" and Last Name of "doe" will be corrected to "John David Doe")
  • If an apostrophe or special character exists in either of the name fields, the first letter of each name value before and after the apostrophe or special character are capitalized (i.e., First Name of "john" and Last Name of "doe-smith" is corrected to "John Doe-Smith")

By utilizing these simple yet powerful cleanse rules, your guest profile database will have more healthy, consistent data.  Profile cleanse occurs ongoing with every new incoming profile, but will not retroactively cleanse existing profiles.

NOTE:  If profile cleanse is activated for your account, all of the above cleanse rules apply for all new profiles from all data sources and cannot be customized. Advanced cleanse rules will be available in the future for an additional fee.  Stay tuned for more details!

To activate profile cleanse, contact your Customer Success team or submit an online request via Cendyn Support.