Abstract
This study describes Customer Relationship Management (CRM) resiliency activities carried out in Puerto Rico by small and medium-sized enterprises (SMEs) during a series of earthquakes and the COVID-19 pandemic. The objective of the study is to provide strategies to help businesses move forward and cope with negative effects of unexpected disruptive events. The data gathering process comprised 121 firms surveyed and 7 in-depth interviews with business owners and managers operating in Puerto Rico. Results reveal that reinforcing customer communications, followed by distribution and logistics re-engineering were some of the CRM resilience strategies frequently used by SMEs. By backing up their Critical Infrastructure (CI), businesses avoid telecommunications interruptions and stay in communication with stakeholders mainly via satellite and mobile Wi-Fi connections.
Highlights
Every year, businesses are impacted by disruptive events, which has motivated them to reformulate management strategies to mitigate the negative effects of these events and take advantage of the opportunities presented (Morrish & Jones, 2019)
Out of the 7 firms participating in the interviews, one business operates in Puerto Rico (PR) metropolitan area, and the remaining ones operate in the Southwest region of the island where earthquakes hit harder
Four out of seven participants affected by the earthquakes added services and products to their portfolio to meet customer demand
Summary
Businesses are impacted by disruptive events, which has motivated them to reformulate management strategies to mitigate the negative effects of these events and take advantage of the opportunities presented (Morrish & Jones, 2019). Around 400 natural disasters and 40 armed conflicts occur worldwide each year (Waldman, 2019). Together, these and other disruptive events imperil the survival of businesses. Scientists predict that due to climatic change, the frequency and intensity of natural disasters will increase (USGS, n.d.), especially dangerous weather events in coastal areas. Another disruptive event that has caused economic and social disruption recently is the COVID-19 pandemic. Intensive use of social media, mainly Facebook, phone calls and radio advertisement and informational signs in the store to communicate to clients pharmacy hours of operation, and other services. 10% of providers; those the operation hours, that were able to supply customer service and regularly with expected new products according goods, and quality to the new health and of services
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