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...
Relationships aren’t numbers, though, and CRM isn’t an efficiency tool. It’s a relationship-building tool — that’s why there’s an “r” in it — and it’s one of your only opportunities to put real effort and resources toward developing your network of relationships. By treating it as merely another piece of software to optimize, most organizations squander this opportunity.