(a) Because of all the linked information. For example, an account may have contacts, opportunities, orders, activities, tasks, etc. attached to it, so all of these have to be merged as well; and
(b) Because of the decision making process of which pieces of information should be merged. For example, if two duplicate contacts have two differing emails, which email do you choose, etc.
Looking at the name of the account it looks like they are the same, so let’s assume we have verified via other information (address, website, etc.) that these are the same accounts.
2. Pick the one with the most recent activity
3. Pick the one with the most opportunities
4. Pick the one with most contacts
5. Pick the one with the largest order
6. Pick the one with the most recent order
7. And so on…
2. We have two emails, which one is correct or are they both correct? Chances are only one of these is correct, and this can be tested prior to merging. Sometimes two emails are present because one is a personal one e.g. firstname.lastname@example.org but in this case it looks like two business emails, hence one is very likely to be wrong.
3. We definitely want to keep the two phone numbers. The mobile number should be moved to a field named ‘Mobile’ if one exists or possibly ‘Phone 2’