A couple of times a year I guest-lecture for several Masters in Marketing/Customer Management programs in The Netherlands. Almost every time students approach me with a question regarding their master-thesis or other assignment. The most frequently asked question is to help them with the problem definition of their paper that addresses the issue of drafting/implementing/selling internally their multi/omni-channel/crm/customer experience strategy. Unfortunately. (Not that I mind them asking though. Always better to ask than not to).
I say unfortunately, because the same happens within companies all the time. It looks as if people do not want to solve problems. It looks as if they want to find a problem for the solution they already have (in mind). They seem to try to justify the purchase of a shiny object without being able to clearly define the problem they are trying to solve.