Yes, this should be a high priority! Just to clarify, it’s not an “account” that causes a duplicate customer record and there are many ways
in which it can happen that have already been outlined by other users. In addition to customer loyalty, this is critical for marketing segmentation.
As an example, we use Klaviyo for it robust features and how well it can work with Shopify. Oftentimes, the key functionality is targeting specific email messaging
to customers based on their past behavior such as products purchased, LTV, number of purchases, etc. I could go on and on. For example, I would like to use Klaviyo
to target a segment of customers that used to be frequent purchasers but fell off. If my messaging was asking why they stopped buying from us or offers an incentive to come back, while they are actually still purchasing but with a different email address or phone number, that’s a problem. So, now because I see that this would happen a lot,
I am hesitant to proceed with my marketing because I don’t know how to filter this out. So, firstly, I need to figure out the best way to merge customer records and Shopify
needs to be able to identify when a customer is creating a duplicate customer record and prompt them to update the old record with the new email or phone number or whatever to prevent
duplicates going forward. That would be slick. The merging part is old tech. I used to merge customers in Magento over a decade ago. Thanks for listening. Caleb