Abstract: Systems and methods are described for merging customer profiles, such as may be implemented by a computer-implemented contact center service. In some aspects, a subset of profiles may be determined that satisfy merging criteria, where individual profiles include a plurality of data fields. At least one value in a first data field that conflicts between at least two profiles may be identified. Next a merged value may be selected for the first data field based on data deduplication criteria, where the data deduplication criteria includes at least one indicator of accuracy of values of the plurality of data fields. As a result of a determination that at least the subset of profiles of the group of profiles meet the merging criteria, at least the subset of profiles may be combined into a combined profile using the merged value.