Chart of the week - Customers, reputation and the corporate website

Global executives say that customers are the most important stakeholders when it comes to shaping a company's reputation - but do they know how many customers visit the corporate website and why they are there?

Source: The State of Corporate Reputation in 2020: Everything Matters Now, Weber Shandwick and KRC Research.

Source: The State of Corporate Reputation in 2020: Everything Matters Now, Weber Shandwick and KRC Research.

Executives around the world believe that a number of complex factors influence a company’s ‘reputation’ – from employees and culture to products and financial performance – according to a new study by Weber Shandwick and KRC Research.

When it comes to the importance of audience group perceptions for corporate reputation, the report, The State of Corporate Reputation in 2020: Everything Matters Now, identified customers as the most influential group, followed by investors and employees.

The corporate website is often thought of by executives as a main channel for investors and employees, but less so for customers. Bowen Craggs’ corporate website visitor survey data shows that this is wrong: customers visit corporate sites in large numbers, for a variety of reasons – including to find out about your company’s goals and roles in the world.

Read this article to learn more about what customers want from your corporate site – and why it’s so important to serve them well during their visit.


Find out more about our audience research and measurement services.

First published 17 February, 2020
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