Building a loyal customer

I visited Sizzle a restaurant in Colombo some months ago. It had good food, large potions and prices which were reasonable. But it wasn't this which impressed me. They requested us to complete a customer information form as most hotels do. The surprise began after that. First I received a discount coupon, then emails when ever they had a new dish (never felt like spam), got an email and card by post for my birthday and the final straw to make me an follower; a card wishing me for my anniversary!! We decided our next eating out would be at this place.
I have been to many hotels in Sri Lanka and patronised many hotel chains regularly. They all collected my information but never even sent a email.
Many marketers love collecting customer data, but what do you do with it? CRM does not need to be expensive it just needs to be planned well and you got to keep at it. One might not respond to the first direct mailer or coupon you send. Try to keep the heat as in any relationship and you will get rewarded. Need to know how it is done? Don't read the top marketing book on CRM, just pay a visit to Sizzle and fill in the form. You will experience it.
How to get their - 'The Sizzle.',Walukararama Road, Colombo 3