Well-established brands seeking growth increasingly seek expansion into international markets. As a company orients around expanded operations, key questions emerge in how to best keep the customer at the heart of the business. Organising around the multi-market, multi-cultural delivery of a brand experience is a multi-faceted challenge. The specifics that define great customer experience vary by country, yet, universally, when customers experience good service, they increasingly return and become brand loyal. Consistently delivering those great experiences is a huge competitive advantage in emerging markets and a key differentiator in mature markets.