While working in the Alumni Association of the University of Navarra I experienced the application of a CRM platform. We ended installing Salesforce, a very good CRM tool online that many big companies use.

This software comes with as many features as you can ask in order to keep your relationships and sales with your clients in shape. It keeps you updated always that you do all the back-office work, filling out the information you got from a visit, an interview, or a sale to your customers. Then you get this kind of dashboards that drive you nuts.

But if you are a small-medium company or a start-up (let's say a dentist office or a boutique hotel), instead of having a relationship with your customers, you should build a friendship with them. Being very nice and having small details with them may help you to keep them in your side and forgetting the big and cold competitors.

While being in Manhattan one of my roommates received a funny postcard from his dentist (if I find the picture I took I'll show it) telling that he should make an appointment to check his teeth. I bet that they don't use a very complicated software and, in my humble opinion, I thinks it's efficient. This is what I'd call a CFM tool, a Customer Friendship Management, and a cool WOM.

Dedicated to José Antonio F, José Luis C, and Luis M.