How Global Companies Can Create a Consistent Customer Experience

On the surface, international business expansion seems easier than ever. Today, any company can reach multiple markets in a matter of seconds: Publish a blog post, launch a mobile app, buy digital ads, and target customers in as many countries as you wish. The rise of online global marketplaces has made it even easier for companies to launch into multiple countries simultaneously, often from their earliest days.

But building a global company is also more nuanced and complex than ever before. In the past, companies could limit expansion in a more controlled fashion to just one market at a time. In the digital age, global growth is far more continuous and incremental in nature. But with this new approach comes risk: If your customers in one market receive less value than those in another, they perceive your offering differently.

Take Teamwork, a project management software company headquartered in Cork, Ireland. “You can sell software from anywhere in the world from the get-go. There are no boundaries,” explains Peter Coppinger, Teamwork CEO and co-founder. “One of the biggest lessons we learned with Teamwork’s international expansion is that once you reach a certain scale, you need to get more deliberate about targeting the regions with the most potential.

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