• Do not define a business domain by language. It is important to appreciate that customers are different, based on their culture, language, economic structure, etc. The language is probably the trickiest one. I have learned over the years that doing business in the UK, Australia, Singapore, Canada, New Zealand, Hong Kong, and India is not the same despite the fact that people you are dealing with people who speak English fluently. 
• Do not imitate even a successful program without customizing it to local environment. What works in one domain may be used as a model for other domains but a belief that a successful model is perfect for all situations is a recipe for disaster.

• Do not act global. In a world where the terms such as “global village” and “globalization” are used without much thought, it is important to understand that business environments are evolving with local flavors. It may be a good idea to build a global organization, when it comes to your customers, think local.  (Related article:  How to globalize your business?)

How to develop a key account management program for an MNC?

An MNC is an enterprise that does business in multiple nations and a key account management strategy for an MNC consists of two components:

• A basic framework for key account management that is built on company mission, values, and business model. This provides the basis for all customer interactions.

• A tactical key account management program designed for each domain. I am making a distinction between a domain and nation since it is simply stupid to believe that doing business in West Bengal is the same as Punjab (two states in India) or doing business in Texas is the same as California.

Next part:  How to develop a key account management framework for an MNC?