Instead, why not begin by figuring out the customer’s requirements.
Ironically the 'traditional' approach to CRM projects is to start by asking what we the organisation want. This is an important question that needs asking but if we start with this we risk falling into the trap of assuming that our definition of of good is the same as our customer's; that our business 'rules' and ideal, linear, rational customer journeys will be willingly complied (that word again) with by them.
(With apologies to JFK) isn't it smarter to begin by asking not what our customers can do for us but what we can do for them?
If we're really clever this approach may also uncover some customer requirements the customer doesn't even know they have - yet.