TECHNOLOGY: Can CRM make a comeback?

Will this year see the return of CRM? We find out

In the late 1990s customer relationship management (CRM) was hyped as the next big thing and many companies invested in expensive software applications, often spending seven figure sums. As times got tougher in the first half of the new decade, those companies found themselves needing to justify such extravagant expenditure, and very few were able to do so. On the whole, the early CRM applications did not live up to expectations and CRM as a whole got a very bad reputation.