From “Know What I Want” to “Know Who I Am and What I Need”

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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.

To read “From What I Want to Know Who I Am and What I Need,” please complete this form.

Previous chapters of the 90 Days Later e-book are here.

 

About the author

Iain Fisher is a Director within the Northern European Digital Strategy and Solutions Practice.  He is responsible for ISG’s Digital Agility and Future of Work strategies.  An expert in Operational Excellence, Iain’s key focus is on end to end value chain analysis where redesign of the Operating Model along with Organizational Change can be delivered through digital transformation and leads to improved ways of working and an enhanced customer experience

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