A leading luxury jewellery house
- 100+
- Customer attributes
- 57%
- In three household types
- 1 step
- Prospect research
- Capability
- Customer, CRM & loyalty
- Industry
- Fashion & luxury
Challenge
A high-value, relationship-led client base the team could not see or act on in one place.
Customer intelligence lived in CSVs and spreadsheets, so knowing what data existed, where the gaps were and which attributes mattered meant digging through files by hand, and some attributes covered only 15 to 50% of customers with no way to see it. Relationship managers and client advisors had no single place to see a customer in full, because value, persona, channel, product history and risk flags sat across separate analyses, spreadsheets and tools. Prospecting meant more than 30 minutes of manual searching per name, and media spend was set without a grounded picture of who the customers are or which channels genuinely reach them.
Solution
We turned fragmented spreadsheets and one-off analyses into a single, governed customer intelligence platform, built on the client's own first-party data.
Six dashboard modules cover a data dictionary and quality audit of more than 100 attributes across eight categories with no SQL required, value, channel and persona segmentation with movement tracking, five behavioural personas mapped across more than 40 countries, a 360-degree profile with a next best action for every interaction, a self-serve cohort builder that returns any filter combination as a table or a map, and product analytics across six categories. Beside them sits lookalike prospecting: from a name, a set of criteria or a spreadsheet it returns matching prospects with a match score, wealth signals, suggested outreach angles and verified source links, and it remembers earlier lookups so research compounds instead of restarting. Segmentation resolved the base into 12 value segments running from £10K to £350K+ in lifetime value. Geodemographic profiling of all 1,431 customers against 66 household types showed a base far more concentrated than anyone expected: 57% sit in only three household types, a household income above £150K is 11 times more common than the national average, and 78% live in high-degree areas against 34% nationally. That evidence reset media priorities towards the channels that genuinely reach the base. The platform was handed over as a working capability run by the client's own team.
