Personalization is a popular trend that enhances the customer experience. It starts with knowing the customer – or maybe a better way to say it is remembering the customer. I stayed at a hotel last year, and when I was checking out I mentioned how nice the room was. When I came back, nearly a year later, the front desk clerk welcomed me back and mentioned that they had given me the same room that I stayed in before. I was impressed, and after my stay, I looked forward to returning again. After all, this is the hotel that “knew me.”