Customers — Guest Directory, Segments, and Debts

The Customers section is the venue's guest CRM: who visits you, how often, how much they spend, what they like, and who owes what to whom. The database compiles automatically from orders — guests do not need to fill out anything or register.

To open: Admin Panel → Customers (admin.cenaly.ru). Inside, there are five tabs: Directory, Callbacks, Debts, Segments, Groups and Access.

Where this works. The guest directory, guest profile with LTV and history, segments, and the regular guest badge are powered by a separate guest identity database, available only on AWS brands (cenaly.com, cenaly.ru, and others). In the Russian environment (cenaly.ru), these tabs are currently empty, and manually adding a contact is not available. The "Callbacks", "Debts", and "Groups and Access" tabs do not depend on this database and work across all brands.

Phone Directory#

The main tab is a list of all venue guests. For each guest, you can see:

• phone number and name;
• number of orders;
• lifetime value (LTV) — total revenue generated by the guest;
• date of the last order.

Search works instantly, without waiting for the server: the guest database is loaded into the browser once and filtered locally from then on. You can search by name and by any digits of the phone number — including the last digits ("...45-67"), starting from three digits. If you navigated here from a call card in the "Calls" section, the number is already pre-filled in the search.

You can add a contact manually — phone number in international format and name. Such entries are marked with a "manually added" badge so they stand out among guests generated from orders.

Guest Profile and Activity Feed#

Clicking a row opens the guest profile — a slide-out panel on the right. It contains:

• header with aggregated metrics and one-tap contact buttons: 📞 "Call", WhatsApp, Telegram, and ✉️ "Send email" (the latter appears only if the guest's email is known);
• recent orders and statistics: completed, cancelled, LTV, date of the last order;
• debt ledger balance with a link to the "Debts" tab;
• loyalty progress — how many stamps have been collected for the selected location;
• CRM fields: tags, allergies, preferences, date of birth, notes, visit and no-show counters. Filled in manually and stored per location — if there are multiple locations, a switcher is available at the top of the profile;
• activity feed — the complete history of interactions with the guest in a single timeline: orders, reservations (including cancellations and no-shows), reviews, chat correspondence (with navigation to the "Work Chat" → "Guests" section), debt entries and repayments, loyalty stamp accruals and redemptions. If any source is temporarily unavailable, the feed clearly marks it and displays the rest.

Callbacks#

A dedicated tab for requests from the “Call me back” widget on your website or storefront. For each request, you can see the phone number, name, location, preference (“now / at a convenient time”), and notification status indicating whether an alert was sent to staff. The “Call” button dials the number immediately.

The widget itself is enabled and configured via the gear icon ⚙️ in the section header — the “Callback widget” option. Right there, as the second option, you will find “Loyalty program”: settings for stamps and points, with progress visible in the guest profile.

Debts ("Debt Ledger")#

A digital replacement for a neighborhood store's paper ledger. Keep a record log by customer phone number: lent — repaid. The balance is calculated on the fly, debtors move to the top of the list, and the overall total debt across all customers is displayed at the top.

You can expand a row to view the transaction history for that customer; any entry can be deleted (with confirmation).

Debt directly from the POS. In the payment window on the POS, there is a "🤝 On Credit" payment method: the cashier finds the guest by phone number or name (or adds a new one on the spot), and the entire remaining bill balance goes into this same ledger — nothing needs to be transferred manually. Right here, on the "Debts" tab, you can set the POS debt limit for the location: if exceeded, the tender is blocked, and it can only be overridden by an authorized employee or a manager using a PIN. Debt repayments can also be accepted at the POS — in cash or by card, including partial payments.

Segments and Newsletters#

A segment is a saved filter for the guest database that is recalculated every time you open the page: each segment displays a live member count.

Do not confuse these with segments in the "Audience" tab of the Store Studio (see Newsletters): that tab filters the subscriber base and tagged guests, whereas here it filters the order history of guests at this location. Both can be used as an email audience.

One-click presets: VIP, regulars, newcomers, "dormant".

The builder creates a custom segment using thresholds and attributes:

• minimum number of completed orders;
• minimum and maximum LTV amount;
• last order within / older than N days;
• first order within N days;
• cancellation rate of total orders;
• "has phone", "has email", "has allergies";
• filter by CRM tag — select from tags you have already assigned to guests.

The segment breakdown opens in a table (name, phone, email, orders, total spent, last order; sorted by LTV) and can be exported to CSV.

An email campaign can be launched directly from a segment: the system creates a snapshot of member addresses, you select a location (each has its own subscriber base) — and you are taken to the standard newsletter composer with the audience pre-populated. Marketing consent is cross-referenced automatically: the email will only be sent to those who are subscribed.

Customer Groups & Access#

A tab for stores and B2B showcases where a casual visitor should not see prices or place an order before approval.

• Registration moderation — "approval required" toggle and selection of what exactly is restricted until approved: checkout only, prices, or the entire catalog. The message for pending users is also configured here.
• Application field builder — what information to request upon registration: single-line text, multi-line text, phone, email; each field can be made required.
• Customer groups directory — group name, "default group" flag, "requires approval" flag.
• Application inbox — filter by status (pending / approved / rejected), application card, "approve" and "reject" buttons (with a reason for rejection), and assigning a group to the member.

The moderation block features a sparkle ✨ — the AI assistant will explain the current configuration and suggest what to adjust. Only the settings themselves and application counters are sent to the prompt, without any customer names or phone numbers.

Regular Guest Badge in the Order Monitor#

Guest recognition works not only in the "Customers" section. In the header of the order card in the monitor, a 👤 icon with a number is displayed — the number of past completed orders made by this guest across the entire establishment (all locations).

• If there are no past orders, the badge is not displayed at all.
• If the guest has visited before, you see the actual number of their visits, for example 👤 7.
• The current open order is not included in the counter — only past ones.
• If the guest is identified only by device (without a phone number and without logging into an account), the badge is gray and labeled "identified by device" — this is a less reliable match.

The badge tooltip displays the guest's name and their lifetime total. No action is required from the staff.

Guest Order History#

Click on the 👤 badge — a window with this guest's order history will open.

At the top is a summary: name, number of completed orders, lifetime spend. Below is a list of orders, most recent first, with each showing:

• order number;
• date and time;
• location, if the venue operates across multiple locations;
• order type and status;
• amount.

Any order from the history opens with a click — right on the same screen. If there are many orders, the most recent ones are shown — this is clearly noted below the list.

This allows you to quickly understand guest preferences, suggest favorite dishes, or clarify details of a previous visit without manual searching.

How the System Recognizes a Guest#

Meni automatically links multiple guest visits into a single profile, even if the guest hasn't registered. Several identifier types are used for this:

All sources are merged into a single guest profile on the server. If the same person ordered from a smartphone, then registered, and later called — the system will show a unified counter of their visits.

No setup is required for this — recognition works automatically.

How to Use in the Dining Area#

The regular guest badge and guest profile help dining area staff in several scenarios:

• Priority service — a regular guest with a high visit count deserves special attention: greeting them by name, offering their favorite dish.
• Personalized offers — the waiter sees the history and can unobtrusively suggest items the guest has previously ordered and enjoys.
• Allergies and preferences at hand — details recorded in the profile are not lost when waiter shifts change.
• Experience tracking — if a regular guest leaves a low rating or cancels an order, the manager will notice it faster.
• Loyalty evaluation — LTV and visit counters across all locations provide an overall picture of how active the guest is across your chain.

Related Sections#

• Orders — order monitor where the badge is displayed
• Loyalty Program — bonus programs and promo codes for regular guests
• Reviews — feedback from guests after an order
• POS — order taking by dining area staff
• Analytics — guest retention statistics

Frequently Asked Questions#

Does a guest need to register for the system to recognize them?#

No. Repeat visits from the same device are recognized automatically — without registration or data entry. If the guest registers later or provides a phone number, all their previous orders will be merged into a single profile.

Does the counter track orders for a single location or across all of them?#

Across all locations of the venue. If your guest has visited two different spots in your chain, the counter sums both.

Can I view a guest's history without opening their current order?#

Yes — via the "Customers" section: find the guest in the directory by name or phone number and open their profile card. From the order monitor, the history opens by clicking the badge inside the order card.

What if a guest uses multiple different devices and has not logged into an account?#

If the devices have no common connection points (account, phone number, or email), they will be counted as separate guests. The most reliable way to link visits is when the guest signs in via Google or provides their phone number at least once.

Does the badge affect order monitor performance?#

No. Guest data is loaded in the background and does not slow down the monitor.

Can anyone see the guest's mailing subscriptions in their profile card?#

Not yet — there is currently no dedicated consent block in the guest card. When sending mailings to a segment, consents are checked automatically on the server side: messages will only be sent to subscribed guests.