Front office
A CRM that's actually current — without anyone doing data entry.
CRMs don't fail because the software is bad. They rot, because updating them is admin work nobody actually does after a full day of real work. This keeps records current from real activity instead: calls, emails, invoices, and bookings write themselves back, duplicates get merged, and deals nobody has touched in months get flagged and closed — so the pipeline you look at is the pipeline you have.
What this module does
Four capabilities that show up in week one.
01
Activity writes itself back
Calls and messages from the Front Desk module, email threads from your connected inbox, invoices and payments from the Payments module, bookings from your calendar — logged against the right contact automatically, the day they happen.
02
Duplicates merged, carefully
The same customer under three spellings and two phone numbers becomes one record. Exact matches merge automatically; anything fuzzy is proposed for your one-tap approval — a wrong merge is worse than a duplicate, so it never happens on a guess.
03
Dead deals closed
Deals with no activity past the staleness threshold you set get flagged with a close-or-revive call. A pipeline padded with deals that died in March isn't optimism, it's bad data — and every forecast built on it inherits the lie.
04
Fields kept honest
Missing phones, emails, and addresses backfilled from real threads and invoices — only ever from a real source, never inferred. Stage changes proposed when reality moved (the invoice was paid, the job was booked) and the record wasn't told.
How it works
You connect your CRM and map fields once during onboarding. From then on, real events flow in from the other modules and your connected inbox and get logged against the right records. A recurring hygiene pass merges exact duplicates, proposes fuzzy ones for your approval, flags deals past your staleness threshold, and backfills missing fields where a real source exists. A weekly digest shows what changed and the short list that needs a human call. No CRM yet — just a spreadsheet and a memory? We stand one up during onboarding, and this module is the reason it won't rot like the last one.
Integrates with
Compliance + guardrails
Nothing is deleted — merges keep both records' histories, and every automated change is logged and reversible. Fuzzy matches are proposed, never merged on a guess. Deals only auto-close under staleness rules you approved, and a closed deal's history stays intact for the day that customer calls back. Fields are backfilled only from a real source — a thread, an invoice, a booking — never inferred from patterns.
Availability
Included with any plan
FAQ
Common questions about CRM Hygiene.
We use a CRM you didn't list.
If it has an API or a Zapier connector, it's coverable — standing up your CRM is part of onboarding, not a change order. The named connectors are the ones we see most; the model (real events in, hygiene pass, human-approved merges) is the same everywhere.
What if it merges two people who aren't the same person?
That's the failure the design guards against. Only exact matches merge automatically; anything fuzzy — same name, different number — is proposed for your one-tap review. And every merge is reversible with both histories intact, so even a wrong click by a human isn't permanent.
Is this just Zapier automations?
Zapier can log an event. What it doesn't do is the hygiene: dedupe with judgment, staleness review, backfill with source-checking, and a weekly digest of what changed and why. The write-back is plumbing; the module is the standard of a record you can trust.
The rest of the business backend
☎
Front Desk
★
Reviews
💲
Payments + AR
◈
Dispatch
↻
Lifecycle
⇲
Document Intake
⧉
Quotes & Estimates
🔐
Hires & Departures
Module 8 of 17 in the Morthn operating layer · See all 17