There is concern is that over 20+ years enormous amounts of money have been spent seeking the CRM relationship benefits like customer-centric culture, but staff claim they can’t use the system and senior management are asking difficult questions about why the data they were promised isn’t there. Could it be as simple as the breakdown of user engagement that has caused so many organisations to fail to get the CRM benefit? Centralisation of process ownership may have contributed. There are certainly suggestions from the Edinger survey in HBR that corporate objectives and demands for more management reporting of performance data have resulted in staff resentment. Is it possibly also a human factor that very few people who are efficient workers, are fully conscious of all their capabilities and slick working practices. The prototyping method provokes the articulation of unconscious activities, where a business process interview possibly does not. Can it be that fundamental?