Sending CRM communications within a single country is a straightforward affair; you have a relatively homogeneous customer base and can tailor your value proposition directly to your core customer base. The same cannot be said for global CRM.
David Martin, Global Head of CRM at Cabify, is well aware of the challenges of conducting effective CRM on a global scale. In this article David shares his fundamental CRM principles, and how Cabify overcomes the complexities of multi-country CRM to build strong customer relationships.