Efficiently managing customer data is crucial for agents to deliver exceptional support service. When agents need to update customer information and also apply similar changes across multiple records, mass and bulk actions help simplify the process. A task that can otherwise take a considerable amount of time can be completed in minutes, while maintaining accuracy. Updating, deleting, merging records, or marking records as spam can be performed at scale with bulk operations.
For example, if an agent needs to update the Account Type for several customer accounts from Prospective to Active after they’ve completed a trial period, instead of manually updating each account individually, the agent can change the Account Type field for all selected accounts in just a few clicks. This saves significant time and ensures that the updates are applied consistently across all records, making the process much more efficient and error-free.

Note
- Mass actions involve selecting fewer than 50 records and performing the available actions on them, while bulk actions apply to more than 50 records.
- If a user needs to update, delete, merge, send whatsapp message, or take any other action on a larger dataset, it falls under bulk actions.
Managing Mass and Bulk Actions in the Customers Module
The following mass and bulk actions can be managed within the Customers module.

Note
- Update, Delete, Add as End-Users, Merge, and Mark as Spam actions are only available for mass actions.
- Update, Delete, and Send Whatsapp message can be performed using both mass and bulk actions.
If a specific field needs to be updated for multiple contacts or accounts simultaneously, then the update action provides an efficient solution. For example, if the Contract Type field needs to be updated to Premium for 10 contacts, the Update mass action can be used instead of editing each record individually.
Deleting outdated records
This action can be used to remove irrelevant or outdated contacts and accounts to maintain a streamlined and updated customer database. This action ensures that only relevant records remain in the customers module, reducing clutter and improving data accuracy.
Merging duplicate records
Duplicate contacts or accounts can be merged into a single, unified record for a clean and organized database. For example, when two separate contacts exist for the same customer, the merge action allows the agent to identify and combine them into one unified record.

Note: A maximum of five records can be merged at a time.

This option enables businesses to directly add contacts who are not part of the help center as help center users, allowing them to view knowledge base articles, submit support tickets, and track the status of their requests.
For example, if an organization has imported around 100 contacts and needs to add about 50 of them as help center end-users, this can be done using this mass action.
Marking records as spam
Unwanted or irrelevant contacts can be marked as spam, effectively filtering them out of the system. This action ensures that only legitimate and relevant records are retained, enhancing the efficiency of customer data management.

Sending WhatsApp message using mass and bulk action
Agent can send WhatsApp messages to multiple contacts at a time, which is specifically useful when a business wants to send product launch alerts, newsletters, or other messages to a larger audience. Instead of sending messages individually, messages can be send as mass action or bulk actions, which is quicker and more efficient.
Communicating change or modification: If a travel agency needs to make sudden itinerary changes for a large number of travellers, they can send an alert message to all customers who have made the booking over WhatsApp. Customers can reply and continue the conversation, making it easier to re-plan.
Sending reminders: An online streaming service can send renewal reminders in bulk for subscription management. The message could even have the link to the renewal page that shows plan details and a direct link to complete a payment. Follow-up reminders can also be sent as the expiration date nears, often featuring special offers or discounts to encourage renewal.
Utility updates: A mobile brand releases a new software version (v.6.0) for its smartphone users and sends a WhatsApp message to notify users using the older version (v.3.0) to upgrade.