How can international companies effectively balance the need for cultural sensitivity in their customer experience strategy with the desire for a consistent global brand image?

International companies can effectively balance the need for cultural sensitivity in their customer experience strategy by conducting thorough research on the cultural norms and preferences of their target markets. They can also train their employees to be culturally aware and sensitive when interacting with customers from different backgrounds. Additionally, companies can customize their products or services to better cater to the specific needs and preferences of different cultures while still maintaining a consistent global brand image through a unified brand voice and message across all markets.