1. An apparatus for cleaning data in a customer relationship management system, the apparatus comprising: a processor; and a non-transitory computer readable medium storing a plurality of instructions, which when executed, cause the one or more processors to: receive a plurality of records; compare the plurality of records to stored records in a database of a customer relationship management system, the plurality of records being stored in a datastore that is independent of the database of the customer relationship management system; identify a record from the plurality of records based on the identified record having content in a first data field that matches content in a corresponding first data field in a stored record in the database of the customer relationship management system, the identified record further comprising content in a second data field that differs from content in a corresponding second data field in the stored record, the first and second fields of the identified record being different; and update the content in the second data field in the stored record using the content in the second data field in the identified record in response to a determination to update the content in the second data field in the stored record using the content in the second data field in the identified record, the determination being made in response to either a user request or automatically based on a previously selected blank auto-fill default.