From a customer service perspective, one of the four important characteristics for global markets and strategy is that companies need to attempt to standardize to reduce complexity, but they have to recognize that global markets need some customization.

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Global customers may have different preferences and cultural backgrounds, so some level of customization is often necessary. However, standardization can help companies achieve operational efficiency and reduce costs. A balance between standardization and customization is necessary for successful global customer service.

From a Customer Service Perspective, One of the Four Important