Controlling CRM in a Crises: how to manage automated marketing mishaps
This 5 min read highlights situations like the coronavirus that require adjusting your automated marketing and provides 9 steps to prepare and execute a response
I’m a big fan of CRM and its ability to automate engagement at scale. Leveraging advanced marketing tactics and technology, B2C and B2B organizations use CRM to deliver thoughtful personalized messaging across the customer lifecycle. Until it doesn’t.
The current coronavirus
pandemic is one of three scenarios when the beloved drip campaign turns into water torture. As the current crises unfolds uncertainty and concern, creating additional fear and suffering should not be on your list of to do's. In Churchill's spirit of "never let a crises go to waste", now is the time to get a better handle on your automated messaging.
Three Times to Review Your CRM Automated Campaigns
Crises are difficult to categorize, but there are three types of which marketing managers should be aware:
1. Operational Issues: The most common scenario, operational challenges include things like the website is down, support centers are understaffed, payments or other required processes are impacted. My teachable moment came when my email team sent a major campaign driving inbound calls on the same morning the call center staff were in all-day training. Interested prospects kept abandoning due to long queues. D’oh! Sounds simple but CRM campaigns designed to generate traffic should coordinate with impacted teams to ensure resources are available and have the best chance to engage and convert.
2. Current events: Let’s face it, things move pretty fast. What sounded like a great subject line last month might now belong in cards against humanity. Current events run the gambit of social, celebrity, political, natural and economic disasters. When public meaning shifts because of social movements like me too, new popular phrases and even emojis, your automated campaigns could be impacted.
For example, I recently joined an professional networking group called lunchclub. Their 2nd email after welcome was built to encourage me to set a time to meet another professional I don’t know for coffee or lunch. Perfect for a new customer on any normal day. Of course, on this day I was busy stocking up on canned goods in a facemask. I like this example because the team recovered quickly, sending the same email the following day with a revised subject line: “Now supporting video.” Here’s an additional link for more on managing coronavirus impacts on your loyalty program.
3. Company Failures: The third scenario is different than a natural disaster because it’s entirely focused on the company, its people and products. Product recalls, management changes, and bankruptcy are all examples and brings a new set of requirements for sensitivity and brand stewardship. When Samsung’s Galaxy Note7 lithium battery started exploding and were banned from commercial flights, its time to rethink the CRM campaign encouraging recent browsers. When Carlos Ghosn filmed his own spy escape movie, its probably good for Nissan to dial down verbiage like escape, steal, or brand values.
So what do I do now? Who can forget the wise words of tactical preparedness from the back of the A Team van, “the best offence is a good defense.” You don’t have to be a fool to recognize the importance of preparation in addition to execution in managing a crisis.
Stage 1: Event Preparation
1. Build a connection with your communications & PR teams. Know the key players and ask to understand and be included in their emergency protocol.
2. Inventory your communication themes and assets for easy reference. This can be a big undertaking, so start by inventorying every new campaign and then capture existing campaigns on a priority based. Make the most of this by cataloging a few key features, CTA's or other elements that create a value-add macro picture.
3. Stop the line: Like the lean manufacturing concept, it’s important to know who on the team has the ability to stop a campaign if necessary. Document the process if needed, but make sure you have coverage so you can stop a campaign no matter who is on vacation.
4. Assign “owners”: Whether by campaign or by stage, it’s helpful to have a resident expert with a deeper understanding of core campaigns. These champions are better able and empowered to find and resolve any issues that arise and have the authority to stop the line if needed.
Stage 2: Event Execution:
OK, so something just happened. These next steps are recommended in your short term stabilization efforts while a larger fix is determined.
5. Set the Priority: Convene the team and align on the immediate priority to protect the customer experience & brand. Call out other priorities in the immediate calendar and decide any changes in focus and timing in this initial meeting.
6. Triage: Discuss what’s known, the root cause, and define immediate steps & owners to reduce risk (change subject line, reroute clickflow/CTA, pause specific campaigns,..).
7. Notify: Make a list of impacted process owners and executives that should be made aware of the steps taken and any expected impacts to their process flows. Make every attempt to notify as soon as possible (ideally before you make the change).
8. Apologize if needed: It’s painful but sometimes it’s also the right thing to do, especially if customers were impacted.
9. Question "business as usual" assumptions: while not an immediate concern, after a crises its a good idea to reconsider core preferences like message density, contact time and frequency. While Tuesday am used to be the best time to reach a B2B prospect, current prospects may be busy home-schooling and respond better in the evening.
While we may have anticipated Lucy and Ethel's challenges at the high speed chocolate factory, marketing automation breakdowns aren’t as easy to spot. Of course stuff happens and will continue to happen. How well you can recognize and quickly address your automated communications can make the difference in your ability to avoid mishaps, protect customer experience and continue to earn long term customer loyalty.
Contact us with any questions or opportunities, and please stay safe out there.
