to promote better and more personalised service levels
Of course they could always just employ staff who give a s*it and who take the trouble to know their customers and treat everyone as important anyway.
Even that can freak people out. Last year I was staying in a hotel and one evening in the executive lounge a lady walked in and the receptionist smiled at her and said "Good evening Mrs ..., I think your husband is sitting around to the left" When she'd found her husband she was freaking out, "how does she know my name?" and the husband was explaining that they'd come in the night before and had their room key checked for entry, of course the receptionist would remember, and that she'd probably remember if you came back next year too and she'd remember what you like to drink, that's her job.