What makes companies such as National Australia Bank in Australia, Otto Versand in Germany, Tesco in the United Kingdom and Capital One in the US so much better at managing customer relationships than their competitors? This question was the basis of a large survey of senior managers in medium to large Australian companies. The ﬁndings demonstrate that relationship leaders outperform their rivals by proactively identifying new market developments and seeking to meet latent or unarticulated needs of their customers. To punch above their weight in today’s competitive environment, companies need databases and software to gain a deep understanding of customer needs and behaviours. Yet, technology alone is insufﬁcient for success. What sets relationship leaders apart from the rest is an ability to create the deeply-seeded organisational change required to support the open sharing of customer information.