Booksy builds a customer 360 in Salesforce with Plauti

Booksy is the leading beauty marketplace for finding, booking, and managing appointments, built around a SaaS app for business management. When employees and automations don't have a reliable view of a merchant, personalizing that merchant's experience gets hard. Booksy went looking for a way to give its Salesforce instance a single, trusted view of every merchant, and found Plauti. The result: fewer duplicate accounts, and a merchant journey that no longer restarts with a stranger at every step.

Why was Booksy losing a single view of its merchants?

Booksy built an omnichannel strategy so merchants could reach the company however they chose: through the app, paid social ads, landing pages, blog content, a field sales team, or purchased data lists. Each channel could create its own Salesforce record for the same merchant, splitting one relationship into two or three separate accounts.

"We are strong believers that the old way of working — being able to only use the phone, email, or even chat — is obsolete," says Jakub Klimaszewski, Global Salesforce Manager at Booksy.

Sales Cloud and Service Cloud hold all of Booksy's B2B merchant data. Sales Cloud alone is used by more than 500 people across sales, customer service, and customer success, all of whom expect to work from a single source of merchant truth.

A merchant who talks to a field sales rep but isn't ready to commit lands in Salesforce. A week or two later, that same merchant remembers Booksy and starts a trial, creating a second record with the same name and contact details. If that person also downloads a white paper from Booksy's blog, a third record appears. Because Booksy doesn't use Salesforce's Lead object, each of these becomes its own Account — in the worst case, three separate sales reps working the same merchant without knowing it.

The duplication wasted sales effort, too: about 30% of leads purchased from external sources were already in Salesforce. Reps spent time re-contacting merchants who had already been reached, which frustrated both the reps and the merchants. By the time a new merchant reached onboarding, customer success could be the fourth or fifth person to contact them.

How does Plauti stop duplicates at every Salesforce entry point?

Booksy replaced its native Salesforce duplicate handling with Plauti, matching and merging records live instead of on a delayed batch job, and applying the same rules across the API, manual entry, and Flows.

Booksy's standard Salesforce duplicate tooling was mostly manual and didn't offer enough flexibility in its matching and merging rules, according to Klimaszewski. Plauti's ability to dedupe and consolidate live and natively was one of the deciding factors. "You're probably the only solution on the market that gives us the ability to deduplicate live. I don't want to wait 24 hours for it to happen — I want it to be done instantaneously," he says.

Booksy uses scenarios to identify duplicates at every entry point: the API, manual account creation, and Flows. Plauti helped the team translate its business rules into scenarios and see the impact of each one before turning it on. "What I loved was that Plauti helped me determine what would be the impact of a scenario. Thanks to that, I was able to find the golden rule for all our scenarios: to not show any false positives," Klimaszewski says.

The scenario setup also let Booksy adjust as priorities changed. "Over the last few months, we realized we wanted to put more emphasis on phone numbers and the name of the business than on other aspects of the account, and we were able to do it without any problem," Klimaszewski says. Merge rules also let Booksy set different access levels by role — giving sales reps permission to flag records for merge, for example, without letting them merge records directly.

As confidence in the matching and merge settings grew, Booksy automated more of the process. "Right now, 40% gets processed manually and 60% gets either direct-processed or auto-merged after a job. But we are still cautious, because it influences other processes and we have to get this done properly," Klimaszewski says.

What changed for Booksy's merchants and employees?

With duplicates prevented at the source, every merchant now works with one sales rep and one dedicated customer success manager, and sales and operations spend far less time on manual cleanup.

Sales productivity improved too. When Booksy uploaded a database from a partner, 60% of the records turned out to be duplicates, which meant 60% of the potential call time from sales and SDR reps was saved, along with the frustration merchants felt from repeated or irrelevant outreach.

Assigning commissions to the correct sales rep used to take a few hours every month; with every account deduplicated, it now takes close to no time at all, since there's no dispute over which rep owns which account. "It improved the life of operations, sales team leaders, and the working relations within the team," Klimaszewski says.