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Your relationship with your guest is built around many small interactions that when added together create trust in your brand. To truly service a guest “one to one”, you ideally need to have one, rich customer profi le across all of your departments and touch-points. Today’s guest may prefer to engage in different ways--either face-to-face or by phone, web, email, mobile or even via facebook. It starts with a guest-centric foundation but it must always end with a delighted guest.