Case Study

How Wedgewood Weddings Turned Data Chaos Into Record-Breaking Performance

From 5-minute manual merges to 20-second automation and 575 tours booked in a single day.

When you’re managing nearly 100 venues and fielding thousands of inquiries from excited couples and their families, bad data isn’t just annoying, it’s expensive.

Every duplicate lead inflates your pipeline. Every typo in an email address closes a two-week booking window. Every five minutes spent manually merging records is five minutes your team isn’t spending with couples planning the biggest day of their lives.

Wedgewood Weddings, a leader in the US hospitality and wedding venue industry, built its business on a simple truth: good data drives smart decisions. But as they scaled, their manual data quality processes couldn’t keep up. Duplicates multiplied. Contact center agents drowned in householding chaos. And the Salesforce team spent two years firefighting instead of innovating.

Then they implemented Plauti Deduplicate and Plauti Verify, Salesforce-native solutions that transformed their contact center, freed up their time, and laid the groundwork for AI adoption with both contact center agents and clients.

Here’s how they did it.

Customer Snapshot

Company: Wedgewood Weddings
Industry: Hospitality, Weddings & Events
Region: Temecula, CA, United States
Salesforce Edition: Enterprise Edition, Sales Cloud
Plauti Products: Deduplicate, Verify
Key Teams: Contact Center, Sales, Operations, Salesforce Administration

Customer Snapshot

Meet Alex Casey, Sales Technology Innovator

Alex is Wedgewood Weddings’ automation architect. When something breaks in Salesforce, he fixes it. When the business needs a new integration, he builds it. When 600+ users need their workflows to run faster and smarter, he makes it happen.

His mission is simple: eliminate manual work, ensure data accuracy, and give teams the tools to move at speed.

“ Plauti is a game changer, because we were able to quickly ensure the data is accurate. Data has been something that we’ve been heavily focused on since we opened because we know that with data, we can make smart decisions. Without data, you just really don’t know that you’re making the right decision. ”

Alex Casey Sales Technology Innovator, Wedgewood Weddings

The Challenge: One Wedding, Three Leads, Zero Clarity

Planning a wedding is a team sport. At Wedgewood, that often means the same event generates multiple inquiries from different family members: one partner submits a web form, the other partner sends an email, and the mother calls the contact center. The result? Three separate leads in Salesforce for one wedding.

The contact center tried to clean this up manually. Every suspected duplicate required contact center agents to:

Compare records side-by-side
Copy and paste data field by field
Re-parent child records
Manually mark records for deletion
Access fields they shouldn’t normally touch

Time per merge was around 5 minutes. Multiply that across hundreds of leads, and you’re losing several hours every single day.

“ It’s our job to deduplicate these leads. It’s not the client’s job. ”

Alex Casey Sales Technology Innovator, Wedgewood Weddings

Bad Contact Data = Missed Opportunities

At the same time, contact center agents had no way to verify contact details before reaching out. The most common problems are typos in email addresses, incomplete or wrong phone numbers, and leads that looked clean in Salesforce but bounced or went straight to voicemail.

In the wedding industry, speed is everything. Wedgewood Weddings has a two-week window after first contact to schedule a venue tour. If the email bounces or the phone number is wrong, that window closes… and the booking is lost.

The cost?

Wasted agent time on dead-end outreach
Frustrated couples left waiting, unaware they had entered a typo
Lost revenue from missed booking opportunities

“ That was the first two years of me joining this team. It was just firefighting. ”

Alex Casey Sales Technology Innovator, Wedgewood Weddings

A Salesforce Team Stuck in Firefighting Mode

Behind the scenes, Alex and his team were having a hard time. After rolling out Salesforce to venue teams in 2020, they spent the next two years firefighting: fixing broken workflows, responding to urgent tickets, and patching data quality issues one lead at a time.

They knew the root cause: data quality problems at the foundation. Until they solved that, especially in the contact center, they’d never escape the reactive loop.

Why Wedgewood Weddings Chose Plauti: Native, Flexible, Built for Speed

When evaluating solutions, Wedgewood Weddings had four non-negotiables:

1. Salesforce-Native First

The team had been burned before by non-native tools with fragile external connections.

“We’ve had some bad experiences with non-native platforms. Whenever you have an outside connection, that’s where you’re always going to have potential for issues”, says Alex. But with Plauti, deduplication and verification live inside Salesforce, no syncs, no external hops, no extra integrations to maintain.

2. Flexible and Customizable

Wedgewood Wedding’s householding logic is nuanced. It matters which record is kept as primary, how dates are preserved, and how events are grouped.

They need a solution that could adapt to their flows, objects, and rules; not force them into a one-size-fits-all box.

3. Works with Salesforce Flow

Alex’s team runs on automation. Salesforce Flow is their bread and butter. "I love, love my flows. It’s my bread and butter. And so being able to put Plauti into Flow is awesome”, Alex explains. Plauti Deduplicate and Plauti Verify plug directly into Flow, so checks run invisibly and automatically; no manual intervention is required.

4. Ready for High Volume

Wedgewood Weddings operates a high-volume contact center and continues expanding into new markets. Any solution had to handle large datasets quickly, reliably, and at scale.

For them, Plauti checks every box.

The Solution: Salesforce-Native Deduplication & Verification in Action

Start Where It Hurts Most: The Contact Center

Wedgewood Weddings deployed Plauti Deduplicate and Plauti Verify at the contact center first, where the pain and ROI would be most immediate.

With Plauti Deduplicate, they replaced manual, multi-step merges with a single “Merge” button, applied householding rules so one wedding = one lead, even when multiple family members reach out, and they preserved the original creation date, ensuring accurate relationship tracking.

Knowing when the first contact happened matters. If the mother reached out a month ago and the bride just submitted a form, Wedgewood Weddings wants that original timestamp to measure pipeline maturity and treat the relationship appropriately.

With Plauti Verify, contact center agents and flows can check email and phone data in real time, flag invalid contact methods before wasting time on outreach, and correct issues instantly, ensuring the couple gets contacted quickly. All of this runs inside Salesforce, using Wedgewood Weddings’ standard objects and flows.

“ You can override the standard new record buttons with buttons that have Plauti Deduplicate and Verify built in. As you’re entering a new lead, it will just tell you right there that there’s a duplicate or the email is wrong. You don’t have to create it, let it process, and then wait. ”

Alex Casey Sales Technology Innovator, Wedgewood Weddings

Results: From Firefighting to Record-Breaking Performance

Merge Time Slashed by 93%

	Before Plauti	After Plauti
Time per merge	~5 minutes	~20 seconds
Speed-up	-	15x faster

In a high-volume contact center, those 4 minutes and 40 seconds per lead add up to hours and headcount

Alex: “In order to merge one of our leads, it would probably take about five minutes. Whereas now we do it in about 20 seconds. And that adds up.”

Contact Center Efficiency Increased 25%

Better deduplication, verification, and automation changed what each contact center agent could handle.

	Before Plauti	After Plauti
Venues per agent	4	5
Efficiency gain	-	+25%

That extra capacity didn’t mean layoffs. Instead, Wedgewood Weddings redeployed freed-up contact center agents to higher-value work, like customer service for their client portal. “We were able to go from four venues per contact center agent to five. That freed up some of our contact center agents to help in other departments, like our client portal”, says Alex.

Record-Breaking Tour Scheduling

Clean, verified data had a direct impact on peak performance days. Wedgewood Weddings hit a new company record:

	Previous Year	This Year
Tours scheduled in one day	~450	575
Increase	-	+28%

When you’re scheduling nearly 600 tours in one, speed isn’t just a luxury: it’s everything. Says Alex: “When you’re trying to schedule 575 tours in one day, speed is really important. Two of our core values are speed and results.”
Plauti helps Wedgewood Weddings move fast without sacrificing accuracy, so they can trust their numbers when measuring performance.

Merge Time Slashed by 93%

	Before Plauti	After Plauti
Time per merge	~5 minutes	~20 seconds
Speed-up	-	15x faster

In a high-volume contact center, those 4 minutes and 40 seconds per lead add up to hours and headcount. Alex: “In order to merge one of our leads, it would probably take about five minutes. Whereas now we do it in about 20 seconds. And that adds up.”

Contact Center Efficiency Increased 25%

Better deduplication, verification, and automation changed what each contact center agent could handle.

	Before Plauti	After Plauti
Venues per agent	4	5
Efficiency gain	-	+25%

Record-Breaking Tour Scheduling

Clean, verified data had a direct impact on peak performance days. Wedgewood Weddings hit a new company record:

	Previous Year	This Year
Tours scheduled in one day	~450	575
Increase	-	+28%

Plauti helps Wedgewood Weddings move fast without sacrificing accuracy, so they can trust their numbers when measuring performance.

Rebuilt Trust, Reduced Double-Checking

In the past, bad tool experiences created adoption problems and mistrust. Even when the system said “sent”, users weren’t sure. They’d reach out to the Salesforce team to double-check, creating double work for Alex and his team. He explains: “We’ve seen it happen once or twice where a project didn’t go as planned. People just don’t use it, and it’s so hard to get them to trust it again. They keep reaching out to us to double-check, which creates double work for us.”

With Plauti in place and clean data backing every decision, trust is rebuilding. The goal: users rely on the system, not back-channel confirmations.

Looking Ahead: Data Quality as the Foundation for AI

Wedgewood Weddings is preparing for the future, and that future includes AI. But Alex is crystal clear: there is no useful AI without trustworthy data.

“I think my biggest fear with bad data and AI is that it’s going to give poor recommendations or results. There’s nothing worse than implementing a project, rolling it out, and then it not doing as well as you expected. Then you get mistrust, and you have to work twice as hard to convince people it’s fixed”, Alex tells us.

In weddings, there will always be a human touch. Couples want real conversations about napkin colors and table arrangements, not conversations with chatbots. But AI can absolutely help Wedgewood Weddings’ teams work smarter, if they can trust the data feeding it.

“There’s always going to be the human interaction. No one wants a bot asking what color napkins they want for their wedding. But there’s a lot of room for AI to help our end users do their jobs better. That’s one of our big driving factors for adding more Plauti use cases this year, making sure all of our data is as accurate as possible so when we start implementing AI, it’s using good data, not something skewed.”

How Plauti Supports Wedgewood Weddings’ AI Roadmap

Remove duplicates that falsely inflate metrics
Ensure one wedding = one lead for clean training data
Verify phone and email accuracy so AI recommendations are actionable
Provide a clean, consistent source of truth for machine learning models

For Wedgewood Weddings, Plauti isn’t just solving today’s problems; it’s building the data foundation for tomorrow’s AI.

Why Salesforce-Native Matters

For Alex and his team, choosing a Salesforce-native solution wasn’t a bonus; it was a dealbreaker. Key benefits Wedgewood Weddings sees:

Benefit	Impact
Fewer moving pieces	No fragile external connections that break or slow down
One interface	Admins and agents stay Salesforce for everything
Better automation	Plauti checks drop directly into Flow, alongside existing logic
Smarter buttons	Override “New” or “Save” buttons with Deduplicate or Verify built in
Smoother navigation	Click from a Plauti screen straight into the Salesforce record, no context switching

Why Salesforce-Native Matters

For Alex and his team, choosing a Salesforce-native solution wasn’t a bonus; it was a dealbreaker.

Key benefits Wedgewood Weddings sees:

Benefit	Impact
Fewer moving pieces	No fragile external connections that break or slow down
One interface	Admins and agents stay Salesforce for everything
Better automation	Plauti checks drop directly into Flow, alongside existing logic
Smarter buttons	Override “New” or “Save” buttons with Deduplicate or Verify built in
Smoother navigation	Click from a Plauti screen straight into the Salesforce record, no context switching

“ I just really like that it’s all built in. We can pull Plauti duplicate check into our Flows. You can override the standard buttons with ones that have Deduplicate and Verify built in. As you enter a new lead, it tells you right there there’s a duplicate or the email is wrong. Again, we’re just saving time and making everything a little more efficient. ”

Alex Casey Sales Technology Innovator, Wedgewood Weddings

From Firefighting to Innovation

Solving data quality in the contact center was a turning point for Wedgewood Weddings’ Salesforce team. Instead of spending all their time patching problems and handling tickets, they now can:

Tackle structural issues
Roll out new projects
Experiment with AI and automation
Support new markets without losing control of their data

The firefighting phase is over. The team can finally do what they were hired to do: push the business forward.

“We did a few big projects to fix the underlying structure of a lot of stuff", Alex explains. "Since then, it’s been a lot less firefighting and a lot more ‘where can we make improvements and add new things.’ I’m always learning something new. It’s my favorite part of this job.”

In Alex’s Words: Why is Plauti a Game Changer

If Alex had to sum up the impact of Plauti at Wedgewood Weddings, it comes back to two of their core values: speed and results, backed by reliable data.

“Two of our core values are speed and results. So for us, Plauti is a game changer because we’re able to quickly and easily ensure that data is accurate, both in terms of verifying that we have the correct phone and email, and in the sense that when we say we have one lead for this event, we have one lead for this event. We don’t have duplicates falsely inflating stuff.

We’ve been heavily focused on data since we opened because with data, we can make smart decisions. Without it, you don’t know that you’re making the right decision. Being able to say with accuracy that we have correct data is a huge thing for us.”

Ready to Stop Firefighting and Start Scaling?

If your contact is drowning in duplicates, your team is wasting time on bad data, or you’re preparing for AI but don’t trust your Salesforce data, know that you’re not alone.

But here’s what matters most to Alex and his team: clean data isn’t just about efficiency metrics or operational ROI. It’s about the couples planning the biggest day of their lives.

When data is accurate, contact center agents can:

Respond faster during that critical two-week booking window
Reach the right people the first time, no bounced emails or wrong phone numbers
Focus on the conversation, not the cleanup
Deliver a seamless, personal experience from the first inquiry to “I do”

For Wedgewood Weddings, data quality means more than speed and results. It means being there for couples when it matters most; with the right information, at the right time, every time.

Wedgewood Weddings transformed their operations with Plauti Deduplicate and Plauti Verify. And you can too.