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Many companies have initiated projects to improve on customer orientation and plan the implementation of customer relationship management (CRM) systems. Among the desired benefits are increased customer satisfaction and retention by providing personalized products and value added services. Although the potentials of CRM are obvious only a few successful CRM implementations are known in practice. This article describes the results of a cross-industry benchmarking project in which 120 companiesdoi:10.1109/hicss.2004.1265415 dblp:conf/hicss/AltP04 fatcat:fs4vvs7aqzbfjjwhf5hxaerxc4