The Swiss weekly Bilanz reported exclusively today the findings of the latest Webranking by Comprend 2017-2018 Switzerland non-listed edition in collaboration with Lundquist. The findings reveal that stakeholders are now calling the shots, with transparency a top priority.
This year, several companies launched new sites, resulting in a complete overhaul of the podium, with none of the winners from last year returning to the top three, and only Swiss Post (last year’s winner) making it into the top ten. It is therefore no longer sufficient for companies to rest on their laurels, as companies are upping their game and investment in digital is becoming more widespread. Retail company Coop tops the podium this year, followed by commodities trading company Trafigura in second, and perfumer Firmenich in third.
This year the research evaluated 40 Swiss companies.
The relationship between businesses and stakeholders has undergone a complete transformation in recent years. Where companies traditionally dictated what information was consumed by stakeholders, it is now the stakeholders themselves that are calling the shots, influencing what information is presented to them through changes in consumer choices.
As evidenced in this year’s Webranking Swiss non-listed research, many Swiss companies have caught onto this and are now communicating more transparently per their stakeholders’ needs. In fact, we’re seeing vast improvements across the board, with 40% of the companies now managing to pass our stress test, up from 28% from last year. The majority of the companies fall between the held back category (37.5%), just meeting the bare minimum, while 22.5% fall short of the threshold, failing the stress test.
Three macro trends stood out in the world of corporate digital communications in Switzerland: