This study was conducted utilizing in-depth interviews with 25 highly credentialed golf instructors, 24 of whom were ranked in either the prestigious Golf Digest Top 50 and/or Golf Magazine Top 100 lists. The main discovery is a theory of how experts convey knowledge and achieve customer relationship success. We refer to this theory as the Knowledge Transfer Circumplex (KT-Plex®). It unlocks the relationship between knowledge and communication. We review the KT-Plex® and discuss 9 implications for customer relationship management in all industries.