Very few of the businesses I meet want to go to the trouble to record or use information about customer's past experiences. If you can make this commitment you will be ahead of the rest. 

New Rules for the New Economy: To remember what a customer wants, 1998, by Kevin Kelly

The technology of tracking and interpreting our whims heightens the relationships between firm and consumer. The firm must expend great effort to remember your preferences, but you also expend effort in teaching them so they can remember. And the remembering must be intelligent. You order the same espresso every day, except when it's cold out, and then you order a latte. The relationship tech has to be robust enough to be taught these distinctions.

Don Peppers and Martha Rogers, authors of the amazingly insightful Enterprise One to One, state: "A Learning Relationship between a customer and an enterprise gets smarter and smarter with every individual interaction