It’s important for a company to have an open communication with their guests and to have insight on what they want and what their wishes are. Therefore there has to be a dialogue between the company and the clients to meet the expectations and to set achievable goals. Lunch Garden has started this type of communication in 2013 with their own marketing automation strategy. Sabine has played a key-role in this process by introducing an overall sales and marketing strategy and by implementing their own CRM-system. This has made it possible to get to know their guests and have an interactive relationship with them. This created a solid relation with more and profound knowledge, but also with an excellent view on the typical characteristics of their clients as well as a more realistic view on their ROI.