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.

Standardize

To make something conform to a uniform style, size, or method, ensuring consistency and compatibility.

Global Markets

Refers to the international trading environment where goods, services, and capital flow across countries, influenced by globalization.

Customization

The process of modifying products or services to meet individual customer preferences or requirements, often leading to greater customer satisfaction.