No matter what the technology "label" or "buzzword" of the day is, if it does not have a direct impact on the above 3 key elements of business with an overall positive and integrated impact on the entire enterprise infrastructure, then you will most assuredly provide a wasted effort that can be extremely costly and difficult to recover from. Especially, with the Internet providing a powerful shift of customer touch points and one on one interaction, your failures become more public and harder to measure with respect to the "qualitative" measurement of losing customers.