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The authors discuss an approach for turning the myth of success in customer relationship management (CRM) into dual-creation of value for a company and customer through the use of technology, data and customer knowledge. They note that firms spend billions of dollars annually on CRM systems aimed at improving customer-company relationships. Also tackled are the underlying myths that impede CRM success, including the myths of CRM as the domain of marketing. They explain areas that need to be addressed to dispel such myths.