RTN22_Customer Record Data Specification_1022

RTN’s Customer Record Data Specification |1|

RTN’S CUSTOMER RECORD DATA SPECIFICATION

www.restauranttechnologynetwork.com

Introduction The Restaurant Customer Record Data Specification and related technical documentation was created to alleviate complications related to challenges identified here: Restaurants are dealing with fragmented, non-uniform customer profiles, along with disparate systems that create even more complexity when trying to manage this data. Owning the customer is table stakes for cultivating loyal fans, understanding customer behavior and sparking repeat business for restaurants, and it’s becoming increasingly important, given the challenge of data capture by third-party solutions. In addition, maintaining integrity when collecting and handling customer data is a growing concern. This workgroup aimed to standardize the structure and communication of customer profiles, enabling restaurants to create a competitive advantage with the customer data they own.

Staff

ABBY LORDEN

KATHERINE WARE

VP and Brand Director, HT Co-Founder, RTN 973.607.1358 alorden@ensembleiq.com

Senior Account Executive, HT & RTN 785.424.7392 kware@ensembleiq.com

NOELL DIMMIG

ANGELA DIFFLY Co-Founder, RTN 404.550.7789 angela@restauranttechnologynetwork.com

Account Executive, HT & RTN 973.607.1370 ndimmig@ensembleiq.com

SANDY ANGEL

MOLLY MCLOONE

Senior Director, Technology & Information American Hotel & Lodging Association sangel@ahla.com

Brand Marketing Manager, HT & RTN 908.433.2796 mmcloone@ensembleiq.com

ROBERT FIRPO-CAPPIELLO

TAMMY HANSON

Editor in Chief, HT 917.208.7393 rfirpo-cappiello@ensembleiq.com

Membership Manager, RTN 314.570.4798 tammy@restauranttechnologynetwork.com

ANNA WOLFE

CODY CZMYR

Senior Editor, HT 207.773.1154 awolfe@ensembleiq.com

Director of Marketing, Communications and Membership, RTN cczmyr@ensembleiq.com

Copyright 2022 Restaurant Technology Network (RTN). All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or information storage and retrieval systems, without express written permission from the publisher. RTN is a wholly owned subsidiary of EnsembleIQ, with principal headquarters at 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631.

RESTAURANT TECHNOLOGY NETWORK

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Table of Contents Introduction .........................................................................................................................................................................2 Key Contributors ...............................................................................................................................................................3 Customer Record Data Specification At A Glance ............................................................................................. 4 Customer Data Record Specification ....................................................................................................................... 4 Phase 1: Use Cases Companion Documentation .................................................................................................. 6 • Create Profile ...................................................................................................................................................... 6 • Get Profile ............................................................................................................................................................ 6 • Update Profile .....................................................................................................................................................7 • Merge Profiles ......................................................................................................................................................7 Phase 2: Customer Segmentation ............................................................................................................................. 8 • Demographic ...................................................................................................................................................... 8 • Geographic .......................................................................................................................................................... 8 • Psychographic .................................................................................................................................................... 8 • Technographic ................................................................................................................................................... 8 • Behavioral ............................................................................................................................................................ 8 • Needs Based ....................................................................................................................................................... 8 • Value Based ......................................................................................................................................................... 8 • DataSource .......................................................................................................................................................... 8 Phase 2: Customer Dietary Requirements ............................................................................................................10 • Allergens ..............................................................................................................................................................10 • Lifestyle Choices ..............................................................................................................................................10

RTN Mission

The Restaurant Technology Network (RTN) is a membership community solely dedicated to the restaurant technology industry. Through access to valuable benefits and powerful connections, our members shape industry standards and share technical guidance to help restaurateurs run successful businesses and better serve their customers.

Key Contributors TIM GUERRIERO

GEORGE HUTTO

Information Security Program Manager P.F. Chang’s

Sr. BI Developer MOD Super Fast Pizza

MARK MULLINAX

ROBERT PETERSON

CHRISTOPHER SEBES

Sr. Business Development Manager ConsultR

Area VP, New Business, North America, Oracle Food & Beverage

Partner RTS

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RTN’S CUSTOMER RECORD DATA SPECIFICATION

Customer Record Data Specification At A Glance Used together, RTN’s Customer Record Data Specification and companion documents enable brands, restaurant operators and solutions providers to integrate restaurant technology systems.

Customer Record Data Standard

KEY = Existing Object = New Object

Profile ProfileID 1 UserID 0..1 Status 1 ProfileStatusHistory 0..n Associated Profile 0..n ProfileEntity 0..n BusinessEntity LastUsedDateTime 1

PortfolioHoldingCompany HoldingCompanyName 1 HoldingCompanyID 1 Brand Privacy Communication Method TermsAndConditions Description

Red Text = Object ProfileStatusHistory Status 1 ChangeDate 0..1 ChangedBy 0..1 SystemName 0..1 Comment 0..1 AssociatedProfile ProfileID 0..1 UserID 0..1 RelationshipType 0..n Description 0..1 Brand BrandID 1 BrandName 0..1 BrandDescription 0..1 PreferredBrandInd 0..1 PreferredBrandDescription 0..1 Location 0..n Privacy 1 CommunicationMethod 0..1 PreferredOrderChannel 0..n TermsAndConditions 0..n

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ProfileEntity ChoiceObject Person Company

BusinessEntity ChoiceObject PortfolioHoldingCompany Brand Location Verification VerifiedInd 0..1 VerificationCategory 1 VerficationType 0..1 VerifiedBy 0.1 VerificationSystem 0..1 Description 0..1 SocialMedia URL 0..1 Platform 1 Handle 1 UserName 1

Location LocationID 1 URI 0..1 Address 0..1 Position 0..1 LocationStatus 0..1 OperationSchedule 0..n Description ChannelEffectivity Phone PerferredStoreInd PreferredStoreDesc Privacy 0..1 CommunicationMethod 0..n PreferredOrderChannel 0..1 TermsAndConditions 0..1 OpenDate 0..1 ClosedDate 0..1

Company Name 1 Address 0..n Phone 0..n Contact Person 0..n Description 0..1 TimeZone 0..1 WebsiteURL 0..1 IndustryClassificationName 0..1 IndustryClassificationCode 0..1 IndustryClassificationStandard 0..1

Person PersonName 0..n Email 0..1 birthday 0..1 Phone 0..n Address 0..n SocialMedia 0..n CommunicationMethods 0..n ThirdPartySystem 0..n Verification 0..n Company 0..n Gender 0..1 PreferredPronoun - Enum 0..1 SignificantDate 0..n Description

ThirdPartySystem ThirdPartySystemID 1 Type Enum 1 SystemName 0..1 CustomerID 0..1 ThirdPartyProgramID 0..1

PersonName First 0..1 Last 0..1 Middle 0..1 primaryInd 0..1 language 0..1 Prefix 0..1 Suffix 0..1 NameType Enum 0..1 Title 0..1 LastNamePrefix 0..1

Email EmailAddress 1 EmailType 0..1 primaryInd 0..1

RTN Customer Record

SignificantDate Date 0..1 Description 0..1 DateType Enum 0..1

Phone PhoneNumber 1 Type Enum 0..1 Capabilities Enum 0..n primaryInd 0..1

Address StreetAddress 0..1 CityName 0..1 PostalCode 1 Country 0..1 CountryCode 0..1 StateOrTerritory 0..1 AddressType Enum 0..1

Privacy shareMarketInd Enum 0..1 shareSyncInd Enum 0..1

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TermsAndConditions acceptanceInd 0..1 IssuerID 1 IssuerDescription 1 Description 1 DateTime 1

CommunicationMethods primaryInd 0..1 CommunicationMethodType Enum 0..1 PreferredLanguage 0..1

RTN’S CUSTOMER RECORD DATA SPECIFICATION

Phase 1: Use Cases This section describes four end-to-end use case scenarios utilizing the customer data message. The use cases contained here are not exhaustive, but are meant to provide implementing companies and developers additional guidance.

Use Case 1: Create Profile A customer creates a profile within a restaurant loyalty system.

• The system enables the customer to create a profile.

ASSUMPTIONS

• An existing profile for the customer does not exist.

• The customer is able to create all required fields.

CREATE PROFILE

• A customer creates a profile for themselves on a restaurant website.

The customer inputs required data and submits the information, utilizing the Create message within the Customer Data Resource.

• The receiving system creates a profile record with a newly created ProfileID and returns the profile to the customer.

Use Case 2: Get Profile A customer retrieves their profile from a restaurant loyalty system to review their loyalty point total.

• The customer has logged into the system.

ASSUMPTIONS

• The customer has privileges to retrieve their profile.

• A profile exists for the customer.

GET PROFILE

• A customer enters the UserID for the profile they wish to retrieve utilizing the Get message within the Customer Data Resource.

• The receiving system returns the profile matching the UserID to the customer.

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Use Case 3: Update Profile A customer updates the address information on their profile in a restaurant loyalty system.

ASSUMPTIONS

UPDATE PROFILE

• The customer has privileges to update a profile.

• The customer has retrieved their profile.

• A customer updates the address information on their profile and submits the update utilizing the Update message within the Customer Data Resource.

• The receiving system returns the profile with the updated information.

Use Case 4: Merge Profiles A customer has two profiles in a single system. The primary profile is identified, and the secondary profile data is merged with the primary profile. The primary profile ID is maintained.

ASSUMPTIONS

MERGE PROFILES

• The guest has multiple profiles in a single system.

• The merging entity has privileges to merge profiles.

• A customer data management system has multiple profiles for the same customer in its database. A user identifies which profile they would like to retain. The customer-facing ID is passed in the UserID field within the Profile object, and the customer-facing ID for the secondary profile is passed in the UserID field within the AssociatedProfile and the mergeInd is set to true. The profiles are merged utilizing the Update message within the Customer Data Resource.

Note: The receiving system determines how to handle the secondary profile once the records are merged. For example, they may choose to delete it, mark it for deletion, or change it to inactive status.

• The receiving system merges the records maintaining the Primary Profile for the customer profile and returns the merged profile to the customer.

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RTN’S CUSTOMER RECORD DATA SPECIFICATION

Phase 2: Customer Segmentation Phase II of the Restaurant Customer Record Data Specification expanded upon the existing customer data record to include: Customer segmentation information enabling restaurants to create customer personas to enhance marketing initiatives and capabilities to drive loyalty. The customer segmentation includes: • • •

Demographic Geographic Psychographic

• • •

Technographic Behavioral Needs Based

Customer Record Data Standard

KEY = Existing Object = New Object

• •

Value Based DataSource

Profile ProfileID 1 UserID 0..1 Status 1 ProfileStatusHistory 0..n Associated Profile 0..n ProfileEntity 0..n BusinessEntity LastUsedDateTime 1

PortfolioHoldingCompany HoldingCompanyName 1 HoldingCompanyID 1 Brand Privacy Communication Method TermsAndConditions Description

Red Text = Object

*New objects on page 10

ProfileStatusHistory Status 1 ChangeDate 0..1 ChangedBy 0..1 SystemName 0..1 Comment 0..1 AssociatedProfile ProfileID 0..1 UserID 0..1 RelationshipType 0..n Description 0..1 Brand BrandID 1 BrandName 0..1 BrandDescription 0..1 PreferredBrandInd 0..1 PreferredBrandDescription 0..1 Location 0..n Privacy 1 CommunicationMethod 0..1 PreferredOrderChannel 0..n TermsAndConditions 0..n

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Customer dietary needs information allowing a customer to share specific dietary requirements: • •

Allergens Lifestyle Choices

ProfileEntity ChoiceObject Person Company

BusinessEntity ChoiceObject PortfolioHoldingCompany Brand Location Verification VerifiedInd 0..1 VerificationCategory 1 VerficationType 0..1 VerifiedBy 0.1 VerificationSystem 0..1 Description 0..1 SocialMedia URL 0..1 Platform 1 Handle 1 UserName 1

Location LocationID 1 URI 0..1 Address 0..1 Position 0..1 LocationStatus 0..1 OperationSchedule 0..n Description ChannelEffectivity Phone PerferredStoreInd PreferredStoreDesc Privacy 0..1 CommunicationMethod 0..n PreferredOrderChannel 0..1 TermsAndConditions 0..1 OpenDate 0..1 ClosedDate 0..1

Company Name 1 Address 0..n Phone 0..n Contact Person 0..n Description 0..1 TimeZone 0..1 WebsiteURL 0..1 IndustryClassificationName 0..1 IndustryClassificationCode 0..1 IndustryClassificationStandard 0..1

Customer PersonName 0..n Email 0..1 birthday 0..1 Phone 0..n Address 0..n SocialMedia 0..n CommunicationMethods 0..n ThirdPartySystem 0..n Verification 0..n Company 0..n Gender 0..1 PreferredPronoun - Enum 0..1 SignificantDate 0..n Description

ThirdPartySystem ThirdPartySystemID 1 Type Enum 1 SystemName 0..1 CustomerID 0..1 ThirdPartyProgramID 0..1

PersonName First 0..1 Last 0..1 Middle 0..1 primaryInd 0..1 language 0..1 Prefix 0..1 Suffix 0..1 NameType Enum 0..1 Title 0..1 LastNamePrefix 0..1

Email EmailAddress 1 EmailType 0..1 primaryInd 0..1

RTN Customer Record

SignificantDate Date 0..1 Description 0..1 DateType Enum 0..1

Phone PhoneNumber 1 Type Enum 0..1 Capabilities Enum 0..n primaryInd 0..1

Address StreetAddress 0..1 CityName 0..1 PostalCode 1 Country 0..1 CountryCode 0..1 StateOrTerritory 0..1 AddressType Enum 0..1

Privacy shareMarketInd Enum 0..1 shareSyncInd Enum 0..1

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TermsAndConditions acceptanceInd 0..1 IssuerID 1 IssuerDescription 1 Description 1 DateTime 1

CommunicationMethods primaryInd 0..1 CommunicationMethodType Enum 0..1 PreferredLanguage 0..1

RTN’S CUSTOMER RECORD DATA SPECIFICATION

Phase 2: Customer Dietary Requirements Customer Record Data Standard

KEY = Existing Object

Customer PersonName 0..n Email 0..1 birthday 0..1 Phone 0..n Address 0..n SocialMedia 0..n CommunicationMethods 0..n ThirdPartySystem 0..n Verification 0..n Company 0..n Gender 0..1 PreferredPronoun - Enum 0..1 SignificantDate 0..n Description DietaryNeeds AdditionalCustomerSegmentationInfo

AdditionalCustomerSeg mentationInfo Demographic 0..n Geographic 0..n Psychographic 0..n Technographic 0..n Behavioral 0..n NeedsBased 0..n ValueBased 0..n DataSource - Reference

= New Object Red Text = Object LifestyleChoices LifeStyleChoiceType - Enum medicalNeedInd - boolean DietaryNeeds LifestyleChoice - 0..n AllergyInformation 0..n

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AllergyInformation AllergyInformationType - Enum medicalNeedInd - boolean

Demographic DemographicType Value - String

Geographic GeographicType Value - String

Behavioral BehavioralType Value - String

NeedsBased ProductMustHaves - String ServiceMustHaves - String Psychographic PsychographicType Value - String

Technographic TechnographicType Value - String

ValueBased EconomicValue – String Description - String

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RTN’S CUSTOMER RECORD DATA SPECIFICATION

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