Defining the right business model to deal with global customers and design of this model in the global program of customer relationship management is a key challenge for any company with global aspirations. The key to success is the investment program firmly within the corporate strategy of the firm. Simply by using internal or regional account management in such a program will not bring the desired results. This article provides a framework for the successful implementation of the global program of customer relationship management, describing main problems companies face in each stage of the process. It also identifies specific strategies and key principles to help companies transition to becoming a truly customer-centric globally. "Hide
by Noel Capon, Christoph Senn Source: California Management Review 25 pages. Publication Date: 01 February 2010. Prod. #: CMR446-PDF-ENG
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