preferred_name: In a setting with regular customer interaction (delivery, transport, retail, food service, restaurant, etc.)
preferred_name_lc: in a setting with regular customer interaction (delivery, transport, retail, food service, restaurant, etc.)
label: In a setting with regular customer interaction (delivery, transport, retail, food service, restaurant, etc.)
label_lc: in a setting with regular customer interaction (delivery, transport, retail, food service, restaurant, etc.)