What do you do if your CRM strategy is not effective during times of uncertainty?

As a CRM consultant. I advice measuring every detail, make sure that your data can be visualized so leaders can make decisions on that. Asses the goals of the crm strategy. There are several types of CRM (usually we think of sales), maybe adding more modules of CRM to compliment your digital strategy can help create a better customer experience. Last resort, evaluate different CRM’s, maybe what was the right decision 3 years ago is not scaling with the business needs. I see this quite often.

Start by reassessing your CRM strategy in light of the current business environment and market conditions. Evaluate how external factors such as economic downturns, market volatility, or changing customer behaviors may impact your CRM objectives, priorities, and tactics. Identify areas of your CRM strategy that may need adjustment or refinement to better align with current realities and emerging trends. Consider reallocating resources, revising goals, or reprioritizing initiatives to focus on areas with the highest impact and relevance during times of uncertainty.

During uncertainty, adapt your CRM strategy by reviewing data, revising segmentation, enhancing personalization, improving communication with transparency and empathy, maintaining agility, exploring innovation, and establishing a feedback loop. By staying responsive to changing customer needs and behaviors, you can ensure your CRM strategy remains effective and fosters strong relationships even in turbulent times.

Realignment is an important part of CRM implementation, especially if internal and external environments are uncertain/changing Don't be afraid to reset if the market calls for, and don't be afraid to reset your CRM strategy if your situation has changed

Don't Reassess your CRM Goals! Reassess you business goals! Your CRM strategy needs to align to your business goals. Adapting the CRM strategy while the business goals stay the same is counterintuative and will render futile results.

Analyzing data over time can give you a great idea of what is changing. Do comparitive analysis over various time segments to see which strategies are redudant. Find anomilies and look for oppertunities in newer engagement data.

Data gives you a historical review of your performance, but if you are trying to analyze then comparing to vastly different times - it's important to note the differences and how those can lead to a change in metrics

This is the falldown of many CRM executions. Engagement does not mean a drip campaign of 7 emails. Ensure the contact with the customer is open, transparent, engaging and has a high level of empathy. As a customer there are few things worse than one sided messaging.

Be prepared to adapt your CRM strategy quickly as the situation changes. Focus on creating a framework that allows for easy adjustments to communication plans, sales targets, and customer segments.