Global Customer Management Programs: How to Make Them Really Work
提出一个框架，帮助企业成功引入全球客户管理项目，描述各阶段的关键挑战，并给出策略和原则，助力企业真正以客户为中心。
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.