The native Salesforce integration, with custom reports and audit logs built in, was the most significant factor in choosing Plauti.
Xerox has been in the printing and document management business since 1906. Today it sells workplace hardware, document management software, and managed print services worldwide.
As Global CRM Program Manager, Hans van den Bosch runs Xerox's Salesforce program: implementation across regions, data accuracy, and the cross-team work that depends on both.
Individual sales teams rarely noticed duplicate records, since each interacts mostly with its own set of customers. The problem showed up in cross-team work: global client experience programs, marketing campaigns, and system integrations, where the same duplicate record could touch several processes at once.
High duplication rates and outdated records in Salesforce hit marketing campaigns directly: target lists narrowed, and client satisfaction scores skewed. Hans put it plainly: these weren't minor inconveniences, they changed campaign outcomes and the accuracy of client satisfaction assessments.
Xerox needed native Salesforce integration, not an add-on that bolted data quality on from outside. The company runs its reporting and CRM analytics inside Salesforce, so custom reports and audit logs built into Salesforce were non-negotiable requirements for any vendor.
After evaluating other vendors, Xerox chose Plauti for the depth of its Salesforce integration and its flexibility. Plauti gave the team the tools to clean and maintain Xerox's CRM data, addressing the duplication problem and improving data quality overall.
Two years in, Plauti has held up its end: cleaner data, and with it, more effective marketing and sales work. Campaigns target the right accounts, and client satisfaction assessments reflect real customers rather than duplicate records splitting the signal.
Hans singled out two features as the most useful for Xerox's setup: an Apex-based plugin, and re-parenting of related records during a merge. Both matter because a merge that drops the relationships between accounts creates a new data-quality problem instead of fixing the old one; re-parenting keeps those relationships intact on the surviving record. Automated validation and merging cut the manual work involved, which matters as Xerox's data volume keeps growing.
Cleaner data means Xerox can validate and integrate new records as they arrive, rather than cleaning up duplicates after the fact. The goal now is to keep them from getting created in the first place.
Hans's main lesson from the project is about communication: teams need to know what state their data is actually in before anyone can plan how to improve it. That visibility changed how Xerox's internal teams work and gave the company a way to hold data quality steady as it scales.
His advice to other teams facing the same problem: make sure everyone understands what's actually happening in the CRM data, and build in regular validation. Clear, ongoing communication about data quality is what makes people trust the data enough to act on it.
Xerox's work with Plauti resolved its cross-team duplication problem and put a maintenance process in place to keep it resolved. As Xerox keeps scaling, that clean, reliable data is what its marketing and client experience work depends on.
Hans van den Bosch talked through this work in more detail in a recorded LinkedIn Live session.
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Xerox required native Salesforce integration, including custom reports and audit logs inside Salesforce, and Plauti met that requirement better than the alternatives it evaluated.
Duplicate records that individual sales teams didn't notice within their own customer lists, but that showed up in cross-team work: global client experience programs, marketing campaigns, and system integrations.
Plauti re-parents related records during a merge, so the relationships a duplicate record held carry over to the surviving record instead of being lost.
Marketing campaigns target cleaner lists, client satisfaction assessments reflect real customers instead of duplicate records, and new records are validated as they come in instead of needing cleanup later.
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