Software can efficiently automate many things. Is the relationship between a business and its customers one of them? Sales of CRM systems and the success of dedicated vendors like Siebel seemed to indicate that it could.

Cynicism set in quickly after Y2K as shareholders and boards asked exactly what value was being delivered by all-singing, all-dancing systems that promised to manage every aspect of the customer – but didn't. That said, CRM is still around and still delivering value in many markets.