Customers

The Customers page is the central view of a single customer: personal data, loyalty balance, tier status, purchase history, discount transactions, and all point/wallet movements.

Finding a Customer

1. Go to Customers → Customers.
2. Use the filter fields to search by Name, Surname, ID, Email, or Phone. Click the expand arrow on the right to reveal additional filters or Clear to reset all fields at once.

tip

Use specific identifiers like ID, Email, or Phone for the most precise results. Avoid spaces when entering values — they will not register correctly.

3. Click Search. Matching records appear in the table below. Click Load more to view additional results.
4. Click View next to a customer entry to open the full profile.

note

If you recently changed customer data, it can take up to 1 hour until the system synchronizes and filters display the updated list.

Profile Sections

General Information

Personal data: name, email, phone, registration date, status (active/inactive), country, and any custom attributes configured for your company. Custom fields added during initial onboarding appear at the bottom of the customer card.

Summary Tab

The Summary tab is the default view when opening a customer profile. It shows the customer card on the left (identity and contact data) and a set of performance KPIs on the right.

Expenditure KPIs

KPI	Description
Total spend	Total amount the customer has spent since joining the loyalty program.
Quarter spend	Amount spent during the current natural quarter.

Loyalty Program Scores

KPI	Description
Total points	Total points/score accumulated (including deferred amounts).
Available points	Points currently available to spend.

System KPIs

KPI	Description
Total Purchases	Total number of purchases made since enrollment.
% Coupons Redeemed	Percentage of received coupons that have been redeemed, all time.
Churn Rate	Estimated risk of losing this customer based on recent purchasing patterns.

Charts

Chart	Description
Delivered Campaigns	Bar chart of campaign deliveries that impacted this customer over the last 12 months (current month excluded).
Channel Impacts	Pie chart of campaign delivery volume broken down by channel.
Monthly Expenditure Evolution	Total monthly spend over the last 12 months.
Expenditure Audiences Evolution	Customer's expenditure and activity audience classification tags per month over the last 12 months.
Coupons Redeemed vs Delivered	Monthly comparison of coupon deliveries vs. redemptions.

Associates

Table of customer accounts linked to this profile (e.g., household members, multiple loyalty cards). Shows full name, relationship type, and registration date.

info

Associates can represent household relationships, multiple cards for the same customer, or linked accounts, depending on company configuration.

Tiers Tab

The Tiers tab shows the customer's status across every tier system they participate in — current level, progress toward the next level, acquisition and expiry dates, and whether each tier is still active. Use it when agents or loyalty managers need to explain a customer's status, tenure, or how far they are from the next level.

Owner path: Customers → Customers → [customer] → Tiers.

The tab displays a paginated table.

Column	Description
Tier	Name of the tier system (e.g. "Annual Spend Club").
Countries	Link to view the countries where this tier system applies (e.g. "See countries (15)").
Level	Current level name as a badge, with "Level X of Y" underneath (Y is the total number of levels in the system).
Value	Customer's current value for the attribute that drives this tier.
Acquisition date	When the customer reached the current level. Displays — if the level has never been won.
Expiry date	When the current level expires. Displays — if there is no expiry.
Next level	Remaining value needed and the next level name (e.g. "187.24 - Gold"). Displays — when the customer is already at the highest level.
Status	Active if the tier has no expiry or the expiry date is in the future; Expired if the expiry date is in the past.

note

Tier configuration (levels, thresholds, countries, expiration policies) is managed at Customers → Tiers. See Tiers for how tier systems are defined. The flat list of tier names previously shown on the main profile view has been replaced by this dedicated tab.

Loyalty Balance

Field	Description
score	Total accumulated balance (points or wallet amount), including deferred amounts
score_available	Active balance that can be spent today

Only score_available can be used for cashback redemptions or rewards.

Points / Wallet Tab

Chronological list of all balance movements — earnings, activations, expirations, cashback redemptions, transfers. Each entry shows: transaction type, amount, date, and originating rule or event.

Score Transaction Types

Type	Description
activation	Points activated after a delayed activation period
transfer	Points received from (+) or sent to (−) another customer via transfer
activity	Points earned through a purchase (+) or deducted on a cart return (−)
expiration	Points expired and removed (negative amount)
subtract	Points manually deducted via the customer profile or Streaming API
reward	Points redeemed for a reward (negative amount)
trigger	Points awarded as the result of a manual trigger event
custom_entity	Points awarded from a Custom Event ingestion
challenge	Points granted when a customer wins a challenge
score_payment	Points used as a payment discount at checkout (negative amount)

note

Score transactions are historical records. Rule names, reward names, and trigger details reflect values at the time of the transaction and may differ from current configurations if those were updated later.

Discounts Tab

List of discount transactions from promotional campaigns. Shows campaign name, effect type, amount, and any coupon or voucher used.

Rewards Tab

Comprehensive history of the customer's reward redemptions, listed from most recent to first. Filterable by redemption date, reward ID, reward name, or store where the redemption was made.

Attributes Tab

Displays all custom data points defined by your company for this customer.

Column	Description
Name	Display label of the attribute
API Name (slug)	Technical identifier used in system integrations
Value	Data currently stored for this customer

note

Attribute Type and API Name cannot be changed after an attribute is saved globally — these fields are locked to ensure data integrity across all customer profiles. Only the display Name and Description remain editable. Manage the global attribute structure at Configuration → Company → Custom Attributes.

Calculated Attributes Tab

Shows the customer's current value for each active calculated attribute, along with a Last execution timestamp showing when each attribute was most recently recalculated.

Custom Events Tab

Chronological log of all custom event interactions associated with this customer. Useful for tracking non-purchase behavioral signals such as app activity, fitness challenge completions, and survey submissions.

Purchase History

All carts submitted for this customer. Click any cart to view full details: products, totals, cashback applied, discounts, and points earned.

Personal Data and Masking

Depending on the company's privacy settings and the user's role, some personal fields in the customer profile may appear masked instead of showing the full value. This protects sensitive Customer data while still allowing teams to work with non-sensitive loyalty and activity information.

Fields that may appear masked include name, surname, email, phone number, address, city, date of birth, document number, and any custom attributes flagged as personal data by the company.

Non-personal fields such as loyalty points, membership status, segments, tags, and operational loyalty indicators remain visible.

Examples of masked values:

Field	Example
Email	e********@test.com
Phone	******3344
Name	S***********

If a user sees masked values and needs access to the full data, an administrator must review the user's role permissions or the company-wide privacy configuration.

Actions

Access the Actions tab on the customer card (next to the default Customer Info tab) to execute operations directly on a customer.

Action	Description
Points Grant	Manually award balance using the Manual trigger
Points Transfer	Transfer available balance to another customer
Subtract Points	Manually deduct balance from the customer's account
Customer Merge	Transfer all data (purchases, vouchers, points, campaign history) from one customer to another. Data is removed from the source account. Multiple accounts can be merged sequentially.
New Card	Migrate all data from an existing customer account to a new account ID. The new ID must not already exist in the system.
Edit Customer	Open the customer edit form to update basic information.
Flag / Unflag Fraudulent	Mark or unmark the customer as fraudulent. Fraudulent customers can accumulate points but cannot transfer them, redeem rewards, or use cashback. A Fraudulent badge appears next to their name in the profile.
Block User	Sets the customer's status to INACTIVE, disabling the account.

Customer Status

Status	Meaning
ACTIVE	Account is fully enabled. The customer can earn and spend balance, receive transfers, and be targeted by campaigns.
INACTIVE	Account is disabled. The customer is excluded from audience segmentation, cannot participate in loyalty programs, and cannot use loyalty balance. Can be reactivated by setting the status to Active in the edit form, via Streaming API, or file import. A new cart alone does not reactivate.
DELETED	Account has been anonymized (soft-delete). Personal data is erased or obfuscated; transaction history is retained anonymized. Not reactivatable — a returning person must enroll as a new Customer.
MERGED	Profile has been associated with another account via the Customer Merge action. This is the legacy profile; the active customer was migrated to a new account.

Companies can also move Customers to INACTIVE or DELETED automatically after a period without cart activity. See Inactivity Lifecycle.

info

Usual Store is automatically recalculated at the end of each month based on purchase history. Default priority: number of carts at a store, then total expenditure, then most recent purchase. This logic is configurable per company.

Editing Customer Information

To edit a customer's basic information, click Edit from the customer list or navigate to the customer profile and select Edit Customer from the Actions tab.

note

When data masking is enabled for your company, PII fields (name, surname, email, phone, address, city, date of birth, document number, and any custom attributes flagged as personal data) appear masked in the profile and cannot be edited from the Owner App. To modify these fields, an administrator must adjust the company-wide privacy configuration or the user's role permissions.

Customer Data

Field	Notes
Name / Surname / Second Surname	Core identity fields
Gender	Masculine or Feminine
Email	Used for campaign delivery and account login
Date of birth	Used in birthday-triggered loyalty mechanics
Document Type / Identity number	DNI (Spain) or other document type
Registration location	The store from which the customer registered. Configurable at Company Data → Stores Catalog.

Contact Information

Field	Notes
Address / City / State / Postal code	Used for delivery and geographic segmentation
Phone / Phone prefix	Required for SMS campaigns; select country prefix from dropdown
Contact language	Defaults to the company's language; affects communication delivery

Account Information

Field	Notes
Status	ACTIVE or INACTIVE (MERGED and DELETED are system-assigned and cannot be selected manually as ordinary edits)
Email status	Pending, Empty, Valid, or Invalid
Phone status	Pending, Empty, Valid, or Invalid
Fraudulent activity	If checked, customer earns points but cannot redeem or transfer them

Subscriptions

Field	Meaning
Accepts privacy policy	Customer has consented to GDPR/privacy terms
Accepts to be profiled	Customer consents to segmentation and profiling data usage
I don't want to receive SMS advertising	Opt-out from SMS campaigns
I don't want to receive email advertising	Opt-out from email campaigns
I don't want to receive push notifications	Opt-out from app push notifications
I don't want to print tickets or coupons	Opt-out from printed materials at POS

note

Some subscription fields (e.g., Accepts to be profiled, Fraudulent activity) may not be visible depending on your access configuration. Contact your Customer Success Manager for access.

How It Works

Customer profiles are built automatically as activity flows in through the Streaming API:

1. Customer registers → profile is created with identity fields.
2. Each purchase is linked to the profile → balance and history update in real time; challenge progress updates at the frequency configured for each attribute.
3. Tier assignment recalculates automatically when thresholds are crossed.
4. Admins can view the full profile history and perform manual balance adjustments when needed.

Configuration

The Customers page is a read-and-act view, not a configuration panel. Profile schema (custom fields, tier names) is configured at the company level:

Setting	Owner App path
Custom customer fields	Configuration → Company → Customer Fields
Tier definitions	Customers → Tiers
Manual balance rules	Loyalty and Promotional engine → Points & Wallet → Manual trigger
Customer merge / Status merging	Customers → Customers → Actions tab → Customer Merge