A data steward investigates why customer data in a master record does not represent the best version of the truth.
The phone number for a customer has recently changed to 555-5555. None of the cross-reference records contain this phone number, so the data steward selects the phone number field in the master record and enters the correct phone number.
A master record for a customer record shows the middle name of a customer as 'Stacy'. In fact, the correct spelling of the middle name is 'Stacey'. The data steward sees that a cross-reference record contains the correct spelling but does not contribute to the master record. The data steward selects the field with the correct spelling as the contributor to the master record.
The master record that represents Joe Smith actually contains two cross-reference records that represent customers who are not Joe Smith. The data steward unmerges these two mismatched cross-reference records from the master record representing Joe Smith. Master records are created from the unmerged cross-reference records.