Rethinking Cartier's client services from the ground up for the 21st century via qualitative and quantitative data analysis and applying digital transformation

Cartier is a French luxury brand specialized in jewelry and watches founded in Paris in 1847. With a deep history linked to royal families, Cartier is one of the most prestigious luxury jewelry manufacturers in the world. The brand is part of the Swiss Richemont Group, it operates in over 125 countries and 200 stores.

Cartier teamed up with CREAM to perform an in-depth analysis in the perspective of planning and executing upon an in-depth transformation of client services.

While Cartier is widely regarded as the best example of client services excellence, the brand is undertaking a massive digital transformation that invites a rethink of current services and processes to replace them in a way that let us fully take advantage of the modern digital landscape.

From internal training to retail technology tools development, this multi-year collaboration takes diverse forms now in use in both Japan and French markets.

Rethinking Cartier's client services from the ground up making the most of what carefully applied technology can offer.

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French luxury maison Cartier partnered with CREAM to reimagine its client services for the digital age. While Cartier is globally recognized for its service excellence, the brand sought to align its client experience with the evolving expectations of luxury customers in a connected world.
Through in-depth research involving staff surveys, client feedback, and stakeholder interviews, CREAM uncovered key challenges in how Cartier’s service processes were managed and perceived internally. Insights revealed a need to empower client service staff, simplify complex workflows, and transform customer service from a reactive task into a proactive relationship-building opportunity.
Building on these findings, CREAM designed and developed two flagship digital tools: the Diagnosis App—enabling rapid product identification, repair estimation, and transparent client communication—and the Engraving App, allowing boutiques and clients to preview and process custom engravings seamlessly.
After successful rollout, CREAM integrated feedback loops, analytics, and SKU preview features, ensuring the tools evolved with Cartier’s internal teams. The result was a refined and scalable foundation for Cartier’s global client services transformation, bridging timeless craftsmanship with modern digital excellence.

Cartier Japan: customer services analysis and transformation

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