In the wake of global health crises such as the COVID-19 pandemic, the use of information and communication technologies (ICTs) has exploded, fundamentally altering the landscape of interactions between customers and companies. This article examines the complex dynamics of proximity between companies and consumers in the context of health crises, focusing particularly on the role of ICT in reshaping these relationships. Using a conceptual framework and methodological rigor, this study aims to disentangle the effects of ICT-induced changes on B-to-C proximity, determining whether virtual interactions promote or hinder proximity between consumers and companies. Ultimately, it aspires to provide companies with valuable information for navigating the intricacies of customer relations in the midst of health crises, thereby contributing to the resilience and adaptability of commercial enterprises in an ever-changing landscape.