Resources / Glossary / The record
Record reconciliation
Matching a conversation to the right customer record, and deciding what happens when two systems disagree.
Reconciliation is the unglamorous work of making the record match reality. A call comes in from a number that belongs to a customer who already has two records, one from a lead last spring and one from a service visit. The conversation has to attach to the right one, and ideally the duplicates get merged rather than multiplied.
It also covers disagreements between systems. When the CRM says the appointment is Thursday and the phone system shows a rescheduling call, something has to decide which is current and leave a trail explaining the change.
Why it matters for a sales manager
Bad matching is why two reps call the same customer about the same vehicle on the same afternoon, and why a customer with a long history looks like a brand new lead. It also quietly corrupts your numbers, since one person spread across three records counts as three opportunities and makes every conversion rate look worse than it is.