> ## Documentation Index
> Fetch the complete documentation index at: https://docs.omneo.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Merging Profiles

> When and how to merge duplicate customer profiles in Omneo.

Duplicate profiles occur when the same customer exists under multiple records, usually because they used a different email address or identified themselves differently at different touchpoints.

## When to merge

Merge profiles when:

* A customer contacts you saying their history is split
* A CS agent notices two records for the same person during a service interaction
* A data audit identifies clear duplicates

Do not merge profiles without confirming both records belong to the same person.

## The Winner/Loser model

Omneo merges using a Winner/Loser model:

* **Winner**: the profile that survives, receives all data
* **Loser**: the profile that is deleted after its data is moved

**Choose the Winner as the profile with the correct/primary email address.** The customer should continue using this email to log in after the merge.

## What gets transferred

When you merge, the Loser's following data moves to the Winner:

* Transactions
* Identities
* Rewards, benefits, points, and tier progress
* Profile attributes (comms, appearance, custom)
* Addresses

## How to merge in CX Manager

1. Search for and open the Loser profile
2. Select the dropdown arrow next to the profile name
3. Select **Merge Profile**
4. Search for the Winner profile by email
5. Confirm you have selected the correct Winner: review the data that will be transferred
6. Select **Merge**

You are redirected to the Winner profile on completion.

## Merging multiple duplicates

If there are three or more profiles for the same person:

1. Merge Loser 1 → Winner
2. Verify
3. Merge Loser 2 → Winner
4. Continue until all duplicates are consolidated

Do not attempt to merge all duplicates simultaneously.

## Important

<Warning>
  Merging is permanent. The Loser profile is deleted. If a profile is actively used by a customer and the merge is made in error, data recovery may not be possible. Always verify before proceeding.
</Warning>

For technical details on merging via the API, see [Merging Profiles, Developer Guide](/dev-guides/profiles/merging-profiles).