Not knowing the site architecture and operations, I am speculating here. It is possible that eCRM tools can help pin-point problems where customers are overloading the system unnecessarily. If you can deliver focused information quickly, you can avoid a lot of overload by users clicking all over the site and poking everywhere to get the information they need. It could also be a good tool to audit and track failures.

On the other hand, if the implementation is botched, it could end up as another needless chasing of bells and whistles at the cost of basic, reliable functionality. Time will tell.

Interested in insights from those in the know.