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Overview
The CRM is the guest data backbone of servEase — active by default for every tenant, not bookable or cancellable as a separate module. It maintains a fully automated guest directory without manual data entry: profiles are built and enriched automatically from reservations, POS transactions, and Loyalty Hub registrations. The CRM is tenant-wide, not restaurant-scoped, meaning a guest's profile, history, and preferences are shared across all restaurants within the same tenant. It provides the data foundation for the Loyalty Hub, Mailings & Campaigns, and KDS modules.
Core CRM Features
Feature | Description |
Automated guest profiles | Profiles are created and maintained automatically — no manual data entry required |
Searchable & filterable guest directory | Full guest list with free-text search and multi-criteria filtering |
Visit & revenue history | Per-guest log of every visit: date, party size, and spend |
Reservation history incl. no-shows | Full reservation log with no-show flag and per-guest no-show counter |
Internal staff notes | Timestamped, author-attributed notes visible only to staff — never exposed to the guest |
Dynamic segmentation & tier system | Configurable point-based segmentation with four tiers (Guest / Regular / VIP / Diamond) and freely adjustable thresholds |
GDPR-compliant consent model | Consent-based storage under GDPR Art. 6(1)(a) with automatic anonymisation after a configurable period; full audit trail |
Structured preferences & allergies | Dietary preferences and allergies stored as structured data — linked to allergen management and KDS warnings |
Guest tags & categories | Staff-assignable tags (e.g. "Allergiker", "Regular", "Corporate") for quick visual identification at the POS and in reservations |
Family / household linking | Multiple profiles can be grouped as a household — shared history visible across linked profiles |
Duplicate detection & merge | Automatic duplicate suggestions with manual or proposal-based profile merging |
Post-anonymisation re-linking | Anonymised profiles can be re-associated with a returning guest — restoring full historical data |
Cohort analysis | Guests grouped by first-visit month; retention tracked over time |
Tier distribution chart | Visual breakdown of how many guests sit in each tier, with shift-over-time view |
Mailing segment export | Any CRM segment can be directly exported or synchronised as a mailing list in the Mailings & Campaigns module |
GDPR right-of-access export | Operator-triggered full data export per guest (GDPR Art. 15) directly from the CRM interface |
Anonymisation audit trail | Logged proof that the anonymisation deadline was met — sufficient for regulatory accountability |
Guest Profile
Each guest profile is built and enriched automatically across all touchpoints within the tenant.
Automatic creation — profiles are generated from reservations, POS transactions, and Loyalty Hub registrations without manual entry
Primary identifiers — email address (persistent across all channels and devices when consent is given) and phone number (for guests who book by phone without an email)
Visit & revenue history — every visit is recorded with date, party size, and total spend
Reservation history — all reservations including no-shows; a per-guest no-show counter is maintained automatically
Preferred language — stored per guest; used for mailings, the Loyalty Hub portal, and invoice language
Preferred table / room — structured field, not freetext
Preferred service staff — structured field, not freetext
Guest tags / categories — staff-assignable labels (e.g. "Allergiker", "Stammgast", "Firmenkunde") displayed visually in the reservation view and at the POS
Structured preferences & allergies — linked directly to the allergen management system and surfaced as KDS warnings; separate from internal freetext notes
Guest-facing note — if the Loyalty Hub is active, guests can attach their own permanent notes to their profile, visible to staff at the POS and in reservations
Internal staff notes — timestamped, author-attributed, and strictly staff-only; never visible to the guest; granular permission control determines which staff roles see which notes (e.g. only managers see sensitive notes, service sees only allergy-relevant notes)
Segmentation & Tier System
The CRM uses a configurable point-based system to segment guests into four tiers.
Tiers — Guest / Regular / VIP / Diamond; tier thresholds are freely configurable per tenant
Point triggers — operators configure which events award points: guest registration, per visit, per EUR/CHF spent, per reservation
Point expiry — points can be set to expire after a configurable period to prevent tier dilution over time
Negative points — no-shows or cancelled reservations can deduct points (configurable; operators can activate this as an active sanction)
Manual tier override — management can assign a tier (e.g. VIP or Diamond) to any guest outside the point logic — for example for a local dignitary or long-standing business contact
Mailing integration — any tier or segment can be exported directly as a mailing list or synchronised with the Mailings & Campaigns module
Family & Household Linking
Multiple guest profiles can be grouped as a household unit.
Profiles with different email addresses (e.g. a couple) can be marked as belonging together
Combined history is visible across all linked profiles
Useful for corporate accounts, families, or any group that visits together under different contact details
Duplicate Detection & Merge
The system automatically suggests potential duplicates (e.g. the same guest registered with two email addresses)
Duplicates can be merged manually by staff or accepted from a system-generated suggestion
After a merge, the unified profile retains the complete combined history from both records
GDPR & Consent Model
The CRM implements a dual-track storage model based on whether the guest has given consent under GDPR Art. 6(1)(a).
With consent:
A permanent, named profile is maintained
Email address acts as a persistent identifier across all channels, devices, and restaurants within the tenant
Consent can be withdrawn at any time — withdrawal triggers the same anonymisation process as the no-consent path
Without consent (or after consent withdrawal):
Profile is automatically anonymised after a configurable period (default: 90 days)
All PII is removed; aggregated statistics (visit counts, total spend) are retained for reporting purposes
An anonymisation log entry is written as auditable proof that the deadline was met
Post-anonymisation re-linking:
If a previously anonymised guest returns and is recognised — either by a staff member manually re-assigning the profile, or because the guest self-identifies ("I've been here before") — the anonymised record can be re-linked to the guest
Once re-linked, the full historical data (aggregated statistics and any retained records) is restored and available again
GDPR tooling available directly from the CRM:
Right-of-access export (Art. 15) — operator can generate and provide a full data export for any guest on request
Anonymisation audit trail — a deletion / anonymisation log provides timestamped, auditable proof that the configured retention period was respected; satisfies the accountability obligation under GDPR Art. 5(2)
Permission Model for Internal Notes
Internal staff notes support granular role-based access:
Managers or specific roles can be restricted to seeing only the notes they are authorised for (e.g. allergy notes visible to all service staff; sensitive personal notes visible only to managers)
All notes carry a timestamp and the name of the staff member who created or last edited them
Notes are never surfaced to the guest under any circumstance
Dashboard Metrics
The CRM provides always-current key metrics for the operator:
Total guests in the directory
Average revenue per guest
Return rate (share of guests with more than one visit)
Tier distribution — number of guests per tier, with shift-over-time visualisation
Cohort analysis — guests grouped by first-visit month, retention tracked over subsequent months
Integration Points
Module | CRM integration |
Loyalty Hub | Registered guests are automatically profiled in the CRM; points, tiers, and consent managed in sync |
Mailings & Campaigns | Any CRM segment or tier can be directly exported or synchronised as a mailing list |
KDS / Allergen Mgmt. | Structured allergy and preference data from the CRM is surfaced as warnings on kitchen display stations |
Table Reservation | Guest tags and preferences are displayed in the reservation view; no-show counter updated automatically |
POS | Guest tags and preferences visible at the POS; Loyalty Hub credit and tier status accessible per guest |
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