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My most specific example of QF keeping notes on their customers was one I encountered on a SYD-LAX trip back when QF flew First on the 747s.
If I'm flying solo I usually spend some time chatting with the staff on long-haul flights - usually small talk about work, travel habits etc. This time I was flying with my wife so I hadn't spoken to anyone outside of the usual CSM greetings etc.
About 2 hours into the flight one of the FAs came up to me and asked if I could help another passenger who had just bought an iPhone from the Sydney duty-free Apple Store and was having trouble getting it to charge. Apparently my passenger records included a note that I worked with iPhones for a living (I run a mobile development company) - something that's not written down anywhere in my profile but which I would have spoken about to other FAs on previous flights.
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