This is Chapter 4 of 90 Days Later, an ISG e-book.
Just before COVID-19 hit, companies across the globe began witnessing a shift in ideas about customer experience (CX). Many of the ideas were brought about by environmentalism and social movements that promote equality and inclusion. This new kind of “conscientious consumerism” forced businesses and their supply chains to adapt to maintain customer loyalty.
Then COVID-19 hit, and the world shut down.
Customers could no longer get what they wanted in the ways they had gotten used to. Retail and hospitality shut down. Corporate providers suffered supply chain and support issues that impacted end-client delivery, and customers experienced the negative result.
Then came the CX pivot. Organizations started to grapple with the issues at hand and defined a new way of delivering “an experience.” Early on in the pandemic, companies found their systems didn’t allow access from home networks, and they couldn’t get products and services where they needed to on time. They were forced to adapt the traditional experience and brand ethos into new channels to maintain a positive customer experience. This is what we call “3D customer experience”. 3DCX.
In the past, companies succeeded if they could predict what their customers wanted. 3DCX takes the discussion one step farther. Done right, it enables organizations to know who their customers are and what they need.
Those who get this right will flourish.
Previous chapters of the 90 Days Later e-book are here.
About the author
Iain Fisher
lain Fisher is ISG's head of industry research and market trends. With over 20 years in consulting and strategic advisory, he now leads cross-industry research across 20 markets. Iain oversees the ideation, creation and market presentation of ISG Provider Lens® studies and builds cross-industry, strategic insights delivered through executive briefings, events and roundtables. A published author of several studies and thought leadership assets, he is recognized in the market for advising leaders on how to achieve strategic advantage.
Iain is an ISG SME on the Future of Work, CX, Sustainability, Aviation, U.K. Healthcare, Utilities and cross-industry solutioning. He develops custom market insights that reshape business models and drive new solutions and innovation.
Beyond his research portfolio, Iain has led the streamlining of ISG Research operations, earning the Outstanding Achievement award in December 2025. He is currently leading the transformation of IPL to include ethical AI tooling. A regular keynote speaker and online presenter, Iain has authored several eBooks on these topics.
