Custom Role does not see the Duplicate Warning Message when Creating a New Customer Record with Potential Duplicates

Scenario:
 
Duplicate Detection:
Customer
 Fields to match on = Phone
 
Existing Customer Record:
Name: Customer 1
Phone: 123456
 
A Sales Rep with a Custom Role logs in and creates a new Customer record:
 
Name: Customer A
Phone: 123456 

After entering the Phone number the Sales Rep should get a warning on top of the page saying:
 
This record may have duplicates: Customer 1

To resolve this, please do the following steps:

1. Setup > Users/Roles > Manage Roles > *Custom Role.
 
2. Under Permissions go to the Lists tab.
 
3. Add Duplicate Entity Management.
 
4. Set the Level to either View or Full.

Note: Full access level allowsbulk operation

5. Click Save.