Dedupe Records. Airtable and Salesforce have the ability to have the system search for duplicate records within a table: for example, duplicate names, phone numbers, email addresses, etc. The system recognizes duplicates and can suggest to merge/delete records. The user can go in and "dedupe" the records by selecting the master record and then select which fields from the duplicate records you want to merge to the master record. This is very powerful for CRM systems.