The Challenge of Global Customer Management

Global account management is a new process by which multinational companies can better manage their relationships with global customers. This article provides a framework and methodology that managers can use to diagnose whether and how to use global account management. We also report on evidence fr...

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Bibliographic Details
Main Authors: MONTGOMERY, David B., Yip, G. S.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2000
Subjects:
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/1623
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Institution: Singapore Management University
Language: English
Description
Summary:Global account management is a new process by which multinational companies can better manage their relationships with global customers. This article provides a framework and methodology that managers can use to diagnose whether and how to use global account management. We also report on evidence from a study of 191 senior executives of major multinational companies. Multinational customers are increasingly demanding global consistency in service quality and performance, global contracts, uniform terms of trade, global pricing, and the like. Multinational suppliers need to respond with appropriate programs. Getting it right helps performance in terms of customer satisfaction, revenues, and profits.