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CRM · Bitrix24 D7 · deduplication

CRM and lead/visit duplicates

Client: NDA Category: CRM / Bitrix24 Stack: Bitrix24 D7, REST, PHP, MySQL, cron, logs Timeline: 1–2 weeks
Problem

Duplicate leads, deals and contacts; visits were lost; a lead was linked to the wrong deal; data was reconciled manually.

Constraints

Dirty phone numbers, different formats, spontaneous duplicates during parallel manager actions.

What I did
  • Normalization of phones and key fields
  • Finding a suitable existing lead before creating one
  • Correct lead-to-deal linking
  • Rule-based deduplication
  • Protection against spontaneous duplicates
  • Mobile visit forms
Architecture
Bitrix24 D7 → Event handlers → Deduplication rules → SQL checks → Logs
Result

Managers stopped reconciling visits manually, the database was cleaned of duplicates.

What can be reused
Phone normalization Lead search algorithm Duplicate-protection rules
What was out of scope
  • ✗Full CRM rework
  • ✗Rewriting all business processes
  • ✗Telephony setup
  • ✗Fixing historical data for the whole period