Global Customer Management Programs: How To Make Them Really Work

摘要

Identifying the right business model for addressing global customers and formalizing that model into a global customer management program is a key challenge for any firm with global aspirations. The key to success is embedding the program firmly within the firm's corporate strategy. Simply leveraging domestic or regional account management into such a program will not deliver the desired results. This article presents a framework for successfully introducing a global customer management program, describing key challenges companies face at each stage of the process. It also identifies specific strategies and key principles to help firms transition to becoming truly customer-centric on a global basis.