Cleaning leather successfully will depend on a number of factors.
Cream coloured leather is almost certainly pigment coated leather however there may be some micropigments (sometimes mistakenly called 'semi aniline') that will be difficult to clean once very dirty.
Generally speaking customers have not been given correct (if any) advice on how to look after their leather so you only get called in when it has become a major job. The success then will depend on choice of products and the techniques you use.
Another factor will be whether or not the pigment coating has been damaged by dirt and lack of cleaning. Dirt together with abrassion from sitting etc. causes damage to the pigment coating on the leather. When this happens the cracking (sometimes not visible with the naked eye) will always appear as dirt, if this is the case no amount of cleaning will help as the pigment needs restoring. Always check the leather with a microscope as this will help identify whether this is happening or not.
Dye transfer may also be a problem on pale colours.
If the leather is simply dirty and this has become ground into the grain pattern using a water based foam leather cleaner will give the best results as the foam can be given dwell time which enables it to do its work. Use a stiff bristled brush to help get the foam into the grain pattern - do not scrub - but gently agitate. Very dirty leather is likely to have finish damage so care needs ot be taken and the customer made aware of this prior to cleaning - again a microscope will help.
Using products that have been tested on leather is crucial otherwise more damage can be done.
On pale coloured leathers it is crucial to use a good quality leather protector to help keep it clean and in good condition and also help inhibit dye transfer. Customers should be advised on how to look after their leather on a regular basis so that the life of the leather can be prolonged.
Give me a ring if you want any further advice.
Cheers
Judyb