Comparison Of KPMG And Moore Stephens E-commerce Models In The Financial Accounting Services Market In Australia

E-commerce models of KPMG and Moore Stephens

1. The E-Commerce Business Model

E-business models are those that utilise electronic communication technology such as the internet to for information exchange (Aithal 2016). This paper discusses the business to the business model (B2B) by comparing two audit firms in Australia: The KPMG Australia and Moore Stephens Australia.

KPMG

The KPMG website has several features that make it B2B model including the provision of a form where the current and potential customers can submit their requests for proposals indicating the services they require or the issues they are facing that they would like KPMG to assist. The website also includes email and telephone marketing where they provide forms for email inquiries and telephone numbers that potential and current customers can use to reach the organisation’s representatives. Besides, KPMG also uses the contact forms to personalise and target messages based on customers purchase history and site activities. Furthermore, the websites are planned in a way that makes it easy for visitors to navigate and find the specific services they need (KPMG 2018)

The Moore Stephens website has numerous features critical to a B2B e-commerce site. Customers are provided with a subscription option to receive information tailored to their needs. Besides, the website’s homepage presents the customer with several options all geared towards contacting the organisation making it easier for a customer to reach a representative in real time. Moreover, the navigation tools are well organized and lead the visitor to specific products that the organisation offers. The site also offers easy online payment options one being the South Australia payments and the other Northern Territory Payments (Moore Stephens 2018).

KPMG

The primary business objective of the KPMG website is to get more customers through marketing. The content posted on the website’s homepage are aimed at driving traffic, generating leads, engaging prospects and re-engaging existing customers. The website’s second business goal is to make sales. For example, there is a new service called Wiise where KPMG, Microsoft and CBA collaborate to offer business management system. The third business goal of KPMG website is customer support provision. The site makes customers access to information easy which improves customer satisfaction. The other business goal of the KPMG website is human resource services specifically to recruit new employees as well as support current workers (KPMG 2018).

Moore Stephens

Just like many B2B model websites, the Moore Stephens website’s principal business goal is marketing. The other primary goal of the website is to generate sales through the incorporation and support of sales team communication. The website also does focus on providing customer support services to improve customer satisfaction. The website is also used to provide human resource services and support current employees (Moore Stephens 2018).

Business goals of KPMG and Moore Stephens

All the business goals of the KPGM and Moore Stephens websites lead to the realisation of one common objective which is to increase the firms’ profitability and grow their bottom lines.  

1. Evaluation
2. How does the website name relate to the business name?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

The primary functions of domain names include adding mobility to a business’s internet presence, attracting walk-in business and build a brand (Allbusiness 2018, Ford 2011). The KPMG domain name consists of the name and concept of the business. The website’s name makes it easier for customers to remember and pass along to other people in their networks expanding the reach of the company’s marketing messages.

Moore Stephens: 5: Very Good

The address where internet users can access Moore Stephens website is similar to the business name. Therefore, the firm can increase awareness of its brand to the website’s users.

1. How quickly is the website found using general internet search engines (e.g. Google. Ask, Alvista, Bing, Yahoo)?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

According to Carlos, Raquel and Carlos (2008), website managers ought to ensure that their search engines are useful by making it easier for consumers to navigate and offering accurate and timely answers to users’ requests. The KPMG website is easily found using general search engines showing that their search engine optimisation is appropriately keyworded.

A search for the Moore Stephens website using general internet search engines is simple and quickly leads a user to the website.

1. Does the website give me all the organisational information a user could reasonably require?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

The KPMG offers most of the information that a user could reasonably require but leaves out some essential data and links on prices as well as payment methods.

Moore Stephens: 5: Good

Although the Moore Stephens website gives the user information on how to make payments and even has a link to doing that, they do not have prices of services readily available for users to compare.

1. Are requirements to provide a user’s (personal or sensitive) information appropriate?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

KPMG: 5: Very Good

The requirements to provide a user’s personal or sensitive information are appropriate. Moore Stephens: 5: Very Good

The requirements to provide a user’s personal or sensitive information are appropriate. 5. How well does the website reassure users about the security and use of their information?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

The website has a whole page dedicated to explaining in details about how data collected from users is used and secured.

Moore Stephens: 5: Very Good

There is a clear explanation of how the information collected from users is utilised and protected.

1. How well does the website forester users trust in the organisation?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

By using a domain name that aligns with the name of the business as well as the provision of information on how data collected from users is utilised, the website increases a user’s confidence and trust in the organisation (Mueller 2015).

Domain names and search engine optimization

The websites name is the same as the name of the business. Users trust is also enhanced through the privacy policy details available on the website.

1. How well does the website address legal issues associated with the use of the website or engagement in transactions?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

The website has a page explaining how legal issues associated with the website users can be addressed.

Moore Stephens: 5: Very Good

The website explains how legal issues associated with the website users can be addressed and most importantly informs the user of the presence of links to other sites that are not covered by the company’s privacy policy.

1. How well does the website provide accessibility needs of users?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

KPMG: 5: Very Good

The website is straightforward to navigate, and a user quickly gets the information he or she needs.

Moore Stephens: 5: Very Good

As put by Carlos et al. (2008), the effectiveness of a company website is determined by the simplicity of its navigation. The Moore Stephens website is simple to navigate, and the user can quickly access needed information.

1. How well does the website address the language or cultural needs of users?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

KPMG: 4: Good

The website offers two varieties of English language for use; the Australian and the world English. Although most of the company’s website users are Australians, there is need to include more languages to attract and incorporate users of different major world languages (Wuwei 2009).

Moore Stephens: 1: Very Poor

The developers of Moore Stephens website content tend to assume that all users understand English and therefore they do not provide any other option not even the varieties of English language.

1. Does the website contain all the product information that a user can reasonably require?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

KPMG: 4: Good

The website offers most of the information that users may need but leaves out crucial data on payment and pricing. Although the company explains in that the website is not necessarily meant for transactions, the mere fact that they are advertising their services warrants a provision of the price ranges.

Moore Stephens: 4: Good

Moore Stephens website offers about 98 percent of the product information that a user can reasonably require but leaves out some vital information such as pricing.

1. Does the site allow all the customisation (user-managed features) that a user could reasonably expect?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

KPMG: 5: Very Good

Any user can efficiently manage his or her way out in a while visiting the KPMG website there several options for a subscription to services and interaction with the company’s representatives.

Moore Stephens: 5: Very Good

The website allows for customisationin that users can efficiently manage their way while visiting the site and are even linked to other sites whose contents and services relate to those of Moore Stephens.

1. How well does the website personalise the experience for users?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

KPMG: 4: Good

Users can get specific services and information on the website. However, the site does not offer more details about services, industries and regions.

User information security

Moore Stephens: 5: Very Good

The website has an excellent way of personalising users experience by including almost all the necessary attributes to their services that a user need such as various industries.

1. Does the website identify sufficient channels for user service/support?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

The website has several channels for users service/support.

Moore Stephens: 5: Very Good

The channels provided by the website to enhance user services and support are sufficient.

1. How easy is it to find any information on the website about the organisation, their products or services?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

KPMG: 4: Good

It is relatively easy to find information about the organisation and the services offered. However, it is a bit challenging to get to the pricing of services because a user has to fill a form requesting for a proposal and wait for one to be emailed to him or her.

Moore Stephens: 4: Good

Obtaining information about the Moore Stephens company using its website is secure. However, not all the information is readily available on the site.

1. How easy is the information on the website to read?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

One of the critical factors that make websites successful is the display of useful content that can satisfy the needs of consumers (Pelet  and Papadopoulou 2011). Overall the information on KPMG website is presented in simple, easy to read and understandable language.

Moore Stephens: 5: Very Good

The information on the company website is presented in simple, easy to read and understandable language.

1. Is the site easy to navigate?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

The website is navigable, and a user gets all the needed information quickly as well as contacts the employees for further dealings and transactions that cannot be done online.

A user who visits the Moore Stephens website finds its navigation simplicity satisfying because he or she can find information on services and even engage employees regarding business transactions.

1. How appropriate are the website aesthetics for the target audience?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

KPMG: 5: Very Good

The colours, fonts, images and the layout of pages are appropriate for the target audience.

Moore Stephens: 4: Good

The images, font and layout of the Moore Stephens website are appropriate for the target audience. However, there is an inclusion of bright colours that do not blend well with the seriousness attributed to finance issues in business. The bright colours in the form of a painting tend to distract a user on the homepage. The attractiveness of a website is enhanced through the proper management of visual features (Salehi et al. 2012).

1. How well does the website foster community among users?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

KPMG: 5: Very Good

One of the website’s pages is dedicated to enhancing social interactions among users and between the users and the organisation’s staff.

Moore Stephens: 4: Good

The website has no specific means of encouraging the development of a community among users.

1. How quickly does the website load into your browser and do all website features, links and embedded objects work as intended?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

Navigation

KPMG:5 Very Good

The website loads very fast into any browser, and the embedded objects such as brochures in PDF format are downloading fast.

Moore Stephens: 5: Very Good

All the links work as intended, it is easy and quick to download files and the website loads faster to any browser. The appearance of a website should be balanced with its downloading speed (Carlos et al. 2008).

1. How well does the website support different web-browsers or platforms?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

KPMG: 5: Very Good

The website effectively supports different web browsers. Results from browsershots.org ascertain that the site promotes different web browsers efficiently.

Moore Stephens: 5: Very Good

The website effectively supports different web browsers. A test at browsershots.org confirms that.

1. Does the website provide a sufficient range of payment options as could be reasonably expected?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

KPMG: 1: Very Poor

The website does not provide any payment options.

Moore Stephens: 4: Good

The website provides payment options only through credit cards.

1. Does the site offer a sufficient range of delivery options as could be reasonably expected?

1	2	3	4	5
Very Poor	Poor	Inapplicable	Good	Very Good

KPMG: 3: Inapplicable

The website does not show any delivery options

Moore Stephens: 3: Inapplicable

The site does not show any delivery options.

On average, both KPMG and Moore Stephens websites have features that have the potential of driving the companies towards achieving their success. The websites are easily accessed using most of the web browsers and platforms, the content on the two websites serve to accomplish the business’s primary goal which is to increase revenue earnings through marketing, customer satisfaction and employee satisfaction.

Moore Stephens has the potential of getting ahead of KPMG. The reasons for that is the availability of payment options and link to payment on the Moore Stephens website while the KPMG lacks anything to do with payments. A user who visits both sites is likely to go for the services of Moore Stephens since the availability of payment options on the website assures a potential customer that they are ready for business transactions.

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