Deloitte: The best global professional services website of 2018

For the 2018 Web Globalization Report Card, we studied the following 6 professional services websites:

  1. Accenture
  2. Capgemini
  3. Deloitte
  4. Ernst & Young
  5. KPMG
  6. PWC

Last year, Deloitte and KPMG tied for first place. This year, Deloitte pulled ahead of KPMG with the top score.

While KPMG may lead in languages, Deloitte leads in global navigation as well as depth and timeliness of local content.

Here are a few highlights from the report:

  • Professional services websites tend to reflect highly decentralized corporate structures, with support for locally generated content and social feeds. Nevertheless, the leaders demonstrate that even decentralized companies can successfully support global consistency.
  • At 38 languages, KPMG remains the language leader in this category.
  • Deloitte was the first professional services company to use a globe icon and, as I predicted last year, would not be the last. Another company has joined this trend, but it could still benefit from improvement in execution.
  • Over the past year, Capgemini unveiled a new global design that is a clear step forward. The new design is less than half the weight (2.3MB) of the previous design (5MB). Also significant, the mobile design maintains the global gateway in the header, as seen here:

  • PwC takes an interesting (and unfortunate) approach to its global gateway. PwC relies on the “location” icon, shown below for its global gateway:

This global gateway fails in several ways. First, the “location” icon is more traditionally used to “find location,” as in find a local store or office. Using this icon for selecting a country or region is not standard. Also, the use of a pull-down menu is not user friendly. As you can see, the list is alpha-sorted, which will not be intuitive from users from many other countries and who speak different languages. For example, where would a German resident first look — under G for Germany or under D for Deutschland? In this case, the only link to Germany is located under G, even though PWC does support German-language localization.

  • Accenture also does a poor job of managing expectations. For example, shown on the Spanish home page is the link to an article (headline in Spanish); clicking on the link takes the user to the UK website and an article in English.

 

 

Despite the high degree of global consistency and support for languages exhibited by a few of these websites, more improvements are needed before any of these companies break into the top 25.

For more information, check out the Web Globalization Report Card.

If you’d like a report that includes only the professional services benchmark profiles, please contact us.

 

Think you can succeed in India supporting English only? Think again.

#serveinmylanguage

It’s more than a hashtag; it’s a social movement. And it’s growing.

A movement among Indian consumers to force the vendors who depend on their business to actually support their native languages.

As this Times of India article notes: From ATMs to deposit slips, withdrawal challans and call centres, most public and private banks feel that service in Hindi and English should suffice their customer base –– Indians who converse in 22 major languages and 720 dialects.

This article is specific to the banking industry, but it’s safe to say that this is the beginning of something much bigger. Linguistically, India has been poorly served by websites.

As I noted in the 2018 Web Globalization Report Card, only 7% of the global websites studied support Hindi, followed by Urdu and Tamil. According to research conducted by Nielsen in 2017, 68% of Indian internet users consider local-language content to be more reliable than English. Facebook certainly understands this; Facebook supports more than half of India’s official languages. And it’s no surprise that Facebook now has more users in India than in the US.

Fortunately, some Indian banks are now becoming more multilingual. The Times of India article notes:

Private banks such as ICICI Bank, Axis Bank and Kotak Mahindra Bank are trying to be more multi-lingual in their digital banking strategy. “For instance, the Kotak Bharat app is aimed at financial inclusion. Users can transfer money, recharge their mobile, buy insurance, etc in Hindi, English, Gujarati, Marathi, Tamil or Kannada. We plan to expand the app to handle other regional languages,” says Deepak Sharma, chief digital officer at Kotak Mahindra Bank.

And as you can see by this excerpt from my newly updated IDN poster, India represents a significant diversity of languages and scripts:

Languages are more than a means to an end; they are a sign of respect.

And companies that invest in languages are not only investing in their customers but investing in their own future.

Source

Country codes of the world. XL.

For quite some time people have asked me about creating a larger version of our Country Codes of the World map, something they could pin up in their conference rooms or on office walls.

And a map without the legend, so that people could figure out on their own which ccTLDs stood for which country or region.

Now I’m pleased to offer just that — a whopping 4 foot by 3 foot black and white poster printed on lightweight paper.

Shown below is an excerpt of this map featuring our resident model Harlan. He’s a big cat and, despite his best efforts, even he can’t cover up all of the Americas.

To learn more and purchase, click here.

Feline not included.

The globe icon has gone mainstream in global gateways

As readers of this blog know well, I’ve been advocating for the generic globe icon for use in the global gateway for some time. 

I first called for the globe icon way back in 2004. So I suppose it helps to be patient and persistent!

I noted last year that Amazon is now onboard with the globe icon.

And here are a few additional websites that now use the globe icon either to indicate language, locale, or both.

Adobe:

 

Audubon Society:

Bristol-Myers Squibb:

Ford:

Capital One:

NOTE: For Ford and Capital One I recommend the more generic icon used by Audubon and BMS. But they’re both off to a strong start.

Does your website now use a globe icon for its global gateway?

If so, let me know.

And for the latest on global navigation best practices, check out the 2018 Web Globalization Report Card.

Is your vendor putting your international business in jeopardy?

You hire a vendor to conduct a global survey.

And let’s suppose this vendor refers to Taiwan as a country and the email goes out to people in China who believe differently, and they happen to be in a position to punish you by blocking your website within China.

This is roughly what happened with Marriott.

According to Skift it was indeed a vendor that led to this misstep. And the CEO, Arne Sorenson, has vowed to make sure it won’t happen again:

“We should have caught it, even though it was provided by a third party, and we didn’t catch it,” Sorenson said. “We moved quickly to fix that mistake and we are moving as quickly as we can to look at all of the stuff we’ve got exposed out there online to customers in China and customers around the world to make sure we are not making similar mistakes in the future.”

This is a lesson that all companies should take to heart. When you hire vendors to communicate with the world on your behalf — you have to audit their work just as closely as you would your own. Because at the end of the day it’s your brand name that will suffer.

Here we are, roughly six weeks later, and the Marriott website still appears to be blocked. Mistakes happen, but the more educated your marketing and web teams are to global and local regulatory and cultural issues, the fewer of these mistakes you will make.

Which leads me to a new report that we’ve just published: Web Globalization Bloopers & Blunders.

I’ve found over the years that it often helps to highlight the more common mistakes that organizations have made to help other organizations sidestep them. This report is included with the 2018 Web Globalization Report Card.