Clean CRM data, kept clean automatically

Meridian’s CRM had grown to 400,000 records — and roughly a third were duplicates, stale, or missing key fields.

The challenge

Bad data broke routing, reporting, and trust. Manual clean-up never kept pace with how fast new records arrived.

What we built

A continuous process that dedupes on entry, enriches missing fields from trusted sources, and validates every record against clear rules.

The outcome

The CRM stays clean on its own. Routing is accurate, reports are trusted, and the ops team stopped editing records by hand.