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Top 100 Ranking of Global Brand Websites
by Benjamin B. Sargent
November 30, 2016
November 30, 2016

 
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Summary
This brief ranks the 100 most global brands for 2016, based on CSA Research’s annual study of global websites. This year we assessed 2,657 sites. Based on that analysis, we identified 58 best practices for global customer experience (CX). Then we scored the 150 brands that publish their websites in 25 or more languages based on how well they deliver on those practices. This brief lists the ranking of the 100 most global sites and breaks out scoring for three primary elements: language coverage, user experience design, and extensions of the global CX into offsite channels.

In past years, our ranking of the most global 100 brands emphasized the importance of languages and locales. In our analysis of the 2,657 websites for the initial report and our categorization of best practices, we noted a growing shift away from the number of languages as the chief measure for these most global brands. Instead, as companies push past 40 languages in their digital operations, their success depends on how well they execute the global CX. That change in focus pushes them past simple language support to providing a localized look, feel, and function in their e-mail, social media, and apps. We reflected this requirement in our scoring methodology, decreasing the importance of language per se while we increased the value of that more local experience on each of those channels. The top-ranked companies for 2016 include WhatsApp, Microsoft, Hewlett-Packard, SAP, Skype, Airbnb, Cisco, Twitter, Accuweather, and Bing. Notably, all top-10 brands arose in the high-technology industry. Microsoft owns three of them.

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  • Global Leaders
  • Technology Vendors

Pages: 7
 

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