For each customer we create a dedicated group in our ArcGIS Online ORG.  We then invite ArcGIS Online users of the customer’s choosing who will manage the maps (one or more) to the group..  Any map shared to the group and tagged “tabletcommand” will be available for all users in the customer’s account. No new AGOL users are required if you already have creator users who can share maps to external groups.

The attached directions have more detail about the process and best practices based on our experience.