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.