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Customers · CRM

A complete, dynamic customer CRM: every profile, one integrated view

Know every customer in depth. The unified customer profile in Marta Platform brings master data, wallet balances, movements, vouchers, rewards and promotions into a single operational view.
It supports multiple cards, Family Cards with a shared balance, custom dynamic fields and built-in GDPR management with a full audit trail.
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Operational view

A unified customer profile: everything on one screen

Operators no longer have to jump between modules. The customer profile brings together wallet balances by card and tier, movement history, active vouchers, purchased coupons, reward requests, winnable promotions, push messages and support tickets.
Quick actions built in: change tier, credit or debit a wallet, assign badges and tags — without leaving the profile.

Quick actions

Change tier Load points Assign badge Send push Open ticket

Winnable promotions

Birthday 20262/3 steps
Spend €50€ 12 / € 50

Identification

Multiple cards and Family Cards with a shared balance

Every customer can hold more than one loyalty card: personal, company or family. You manage adding, replacing, blocking and unblocking, with a configurable security PIN.
Le Family Cards create parent/child groups with a shared balance at the top of the group and a redemption override for child cards. The Card Whitelists only allow authorised cards, with a preconfigured starting wallet.

Family Card · Apex

4.820 pt

Shared balance · Rossi Family

3 cards
  • Maria RossiPrimary card · PIN active
  • Luca RossiChild · redemption override
  • Sara RossiChild · earn only
  • + Add card

Privacy & compliance

GDPR built in, with an audit trail and OTP verification

Define consent per program: marketing, profiling, third parties. Every change is tracked in a full audit log — who, when, what.
OTP verification at the POS during in-store registration. The customer reviews and withdraws consent on their own from Area Cliente. Account deletion (purge) with double OTP verification.

Marketing consent
Profiling
SMS communications

Audit: SMS revoked · 12/06/2026 14:32 · POS operator #42

Every side of the customer,
modular and connected to marketing

Master data

Personal details, avatar, activation, block, duplicate merge and a change of registration store.

WHO

Dynamic fields

Custom fields per program — text, number, date, selection, boolean — usable in Audience and Promotions.

DATA

Preferences

Favourite stores, interest categories, tags assigned manually or by a promo, badges with levels.

WHAT

GDPR consent

Definitions per program, audit trail, OTP verification at the POS, review and withdrawal from Area Cliente.

COMPLIANCE

Quick actions

Change tier, credit or debit a wallet, assign badges and tags — directly from the customer profile.

HOW
From a static CRM to a dynamic CRM

A customer profile that feeds the whole platform

A complete customer profile with master data, balances, movements, vouchers and rewards in a single view.
Multiple cards and Family Cards with a shared balance and granular control over operations.
Custom dynamic fields for each program, with no changes to the database.
GDPR consent with an audit trail traceable and verifiable at any moment.
Merge duplicate customers so the master data stays clean and reliable.
Tags, badges and preferences as targeting criteria for Audience and Promotions.
Push messages you can send from the back office and read in Area Cliente.
A native link to movements, fraud prevention, rewards and multichannel communications.
Connected ecosystem

The CRM that feeds Audience, Promo and Analytics

Customer data does not stay locked inside the CRM. Dynamic fields, tags, badges and purchase behaviour flow into the filters of Dynamic audiences and in the workflow promotion engine.

L'Analyst AI queries profiles in natural language. POS and Area Cliente update the profile in real time. One set of data, endless ways to personalise.

Explore Marta AI

Customer data flow

  1. Movements and sales feed the profile
  2. Audience segments in real time
  3. Promo assigns tags, badges and tiers
  4. Personalised multichannel communications

See the Marta Platform CRM

Request a tailored demo and see how Marta Platform's integrated customer profile can transform your loyalty program.