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In the context of the COVID-19 pandemic and the accompanying global economic crisis, our research project studies the customer relationship management (CRM) practices adopted by Moroccan family-owned SMEs, focusing on their strengths and specificities. Through a single case study with an exploratory and comprehensive aim, we analyze the CRM strategies mobilized by family-owned SMEs to mitigate customer dissatisfaction and prevent customer attrition, in a context marked by disruptions in supply chains. Our results show that the family-owned SME is essentially inspired by the strategy of perseverance to develop effective CRM practices that allow it to adapt to the crisis in the short term and emerge stronger in the long term. Moreover, our results show the new opportunities that such a crisis brings and how family-owned SMEs adapt, while building on their strengths and resilience capacities.