Metadata-Based Automatic Conflict Resolution for Duplicate CRM Records

Hi Zoho CRM Team,

Zoho CRM already detects duplicate records and supports merging them. However, when duplicate records contain conflicting field values, users still need to manually decide which value should be retained.
I suggest exploring a Conflict Resolution Assistant that uses field-level metadata such as source, last updated time, verification status, and data quality to recommend the most reliable value.
The system could also explain why a value was recommended, while allowing the user to approve or change the recommendation before merging.
This could reduce manual effort and make duplicate record conflict resolution more transparent and consistent.

Proposed Solution

Enhance the existing duplicate-record merge workflow with a metadata-driven conflict resolution mechanism.
When conflicting field values are detected, the system can evaluate field-level signals such as data source, last updated timestamp, verification status, and data quality to determine the relative reliability of each value.
The system would:
Generate a recommended value based on the available metadata.
Display the reasoning behind the recommendation.
Allow the user to accept the recommendation or manually select an alternative value.
Apply the selected value during the merge while preserving the existing user-controlled merge workflow.
This approach could reduce manual effort in resolving duplicate-record conflicts while providing a more consistent, transparent, and explainable merge decision process.

Thanks,
Mari Sudha