Great article in the Harvard Business Review about how too many organizations take a misguided approach to CRM. 

I agree that all too often, companies simply try to replicate existing processes inside the software. This is always a bad idea. Why? Because these processes are typically: manual in nature (repeating them just recapitulates the issues in digital form), based on out-dated software, or fail to take into account the pretty amazing things modern tech can achieve. 

Also - all too often, companies make a decision based on the "popularity" of a CRM software product. In a pretty commoditized world, taking a new approach (different from the one everyone else makes) is a nice start to differentiating the customer experience and standing out in the market. 

The CRM is a great place to start...