In a CRM environment with a great deal of focus on automation, are we missing the point of CRM altogether?

In its barest form, Customer Relationship Management is just that: managing customer relationships. I think that in our fast-paced, overdrive society we often lose sight of what I consider the most important aspect of CRM, the relationships. In an attempt to save time, increase efficiency, and streamline processes, we are driven to automate as many facets of our CRM efforts as possible. But can you automate a relationship?

Sure, typing up a personalized email (no, not just an email with fields that automatically insert information) takes more time that sending a standard automated response. But put yourself in the place of the consumer; would you rather receive a computer generated response from a company you’re considering spending a considerable amount of money with, or a highly personalized email from a representative that obviously took the time to...