Company Names Do Not Establish Identity: 14 Tests Before CRM Import

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Prospect files may describe a legal enterprise, one of its establishments, a trading name, a corporate group, or a contact, so similar names alone are unreliable for matching records. Importers that treat name similarity as proof can wrongly merge branches into parents, attach people to the wrong account, or erase separate buyers. The article recommends matching only on evidence that identifies the same entity, routing relationships and ambiguity to review, and never treating a score as certainty. It explains that French identifiers distinguish legal units (SIREN) from establishments (SIRET), so records sharing a SIREN may still describe different locations. The author offers a synthetic 14-case test pack and a conservative triage approach, with identity decided before person-level deduplication.

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ProgrammingDEV Community ·

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