Wells Fargo Bank’s customer relationship management system tracks and analyzes every transaction made by its 10 million retail customers at its branches, its ATMs, and through its Web-based online banking systems. It has become so good at predicting customer behavior that it knows what customers need before many of them even realize they need it. Wells Fargo’s system collects every customer transaction and combines it with personal information provided by the customer. The system is able to predict tailored offerings that will appeal to individual customers (a money-saving second mortgage, for example), at just the right time. As a result, Wells Fargo sells four additional banking products or services to its customers compared with an industry average of 2.2.