Global Customer Experience Management: Strategies, Technologies, and Cross-Cultural Integration

Abstract

Global customer experience management (GCXM) has emerged as a central strategic priority for multinational organizations operating across diverse cultural, institutional, and technological environments. As markets globalize and digital touchpoints proliferate, firms must deliver coherent yet locally resonant customer experiences across borders. This paper examines the conceptual foundations, strategic dimensions, and operational challenges of global customer experience management. Drawing on service-dominant logic, experiential marketing, and cross-cultural management theories, the study develops an integrated framework linking organizational capabilities, customer touchpoints, and contextual moderators to customer experience outcomes at a global scale. The paper further explores the role of digital technologies, data analytics, and artificial intelligence in orchestrating consistent experiences, while addressing ethical and governance concerns related to privacy and cultural sensitivity. The article concludes with managerial implications and future research directions, contributing to the growing literature on global service and experience management