Precise knowledge of our stakeholders' interests and views is a basic prerequisite for an informed design of stakeholder relationships. This concerns the topics that our stakeholders consider important on the one hand, and their expectations of successful communication with us on the other hand.
- Youngsters and young adults
- Middle-aged people
- Senior citizens
- Small and medium-sized enterprises
- Large corporations
- Public authorities
- Consumer organizations and segment-specific interest groups
- Telekom Supervisory Board members
- DAX-listed companies
- Other large corporations
- Small and medium-sized enterprises
- Trade and industry associations
- Cooperation partners
- CR and sustainability research institutions
- Political and business research institutions
- Day care centers
- Student organizations and university associations
- ICT, sociology and design research institutions
- Humanitarian organizations and charities
- Business ethics groups
- Multi-thematic organizations
- Churches and their relief organizations as well as other religious and social groups
- Environmental protection organizations
- CR and sustainability
- Players from politics and business
- Radio broadcasters, daily press, press agencies
- Online media and social networks
- Journalist associations/media groups
- ICT and communications
- Players at national level
- Embassies and consulates
- Supervisory and regulatory authorities
- Communities and their representatives
- International organizations
- Players at EU level
- Board of Management
- Applicants and prospective employees
- Trade unions and works councils
- Employees and students
- Endowed chairs
- Auditors and certification bodies
- First-tier suppliers
- Private investors
- Funds, asset managers and analysts
- (SRI) rating agencies
- Analyst organizations and associations
- Institutional investors
To be able to effectively structure our CR activities, it is important to determine how these are perceived and assessed by our stakeholders. We conduct regular reviews to help us do this.
In 2012, we conducted a study in the summer and one in the fall within the scope of our CR market research activities. We used computer-aided phone interviews to ask 1,000 randomly selected, German-speaking individuals about responsible behavior and social involvement in general as well as at Telekom. We conducted an additional 301 interviews with CR experts in the summer as well.
In general, the results showed that the general public places less importance on social commitment than they did the year before. Results decreased from 58 to 50 percent. Both rounds of the survey, however, confirmed that both the general public and CR experts consider Telekom to be the leader when it comes to CR. The results of the CR leadership indicator on responsible behavior increased significantly compared to 2011 and continued the positive trend between the summer and fall of 2012. The results exceeded our targets for 2012. Our analysis of the trend showed that the environmentally-friendly disposal of cell phones, the provision of training measures, the expansion of our high-speed networks as well as data privacy and security are important topics for Telekom's reputation.
The results provided us with valuable information on how to structure the content of our CR activities and further develop our CR communication and CR KPIs.
We used a graded materiality process to identify the focal topics of our stakeholders at the start of 2013. Participants were initially asked to rate a series of topics for each of our three CR action areas based on their importance for the specified goals. We provided them with six possible responses ranging from "extremely important" to "not important" or "no response." We expanded our list of topics in 2013 to include the demographic shift. We did not make any changes to our action areas or goals from 2012. This made it easier to compare the results with those from the previous year. We also asked the participants to rate Telekom's communication activities. We gave them five of Telekom's central statements on sustainability. We asked them to select those that they associated with Telekom. They were then asked to evaluate what meaning that message had in terms of Telekom's social commitment. Participants were also asked to rate stakeholder satisfaction with information provided by Deutsche Telekom and the sources used by the company to provide that information.
Most employees and external stakeholders identified the same five most important topics. There were only small differences as to the classification of the topics:
In the "Connected life and work " action area, employee results were the same as in 2012. They gave first place to "Work-life balance" and second and third place went to "Data privacy and data security" and "Network and infrastructure expansion." Our external stakeholder groups gave a similar rating. However, they put "Data privacy and data security" in first place. Second and third place went to "Work-life balance" and "Network and infrastructure expansion." Just like the previous year, employees rated the topics "Educational commitment for children and young people", "Network and infrastructure development in rural regions" and "Responsible employer" in first, second and third place in the "Connect the unconnected" action area. External stakeholders gave "Educational commitment for children and young people," "Network and infrastructure development in rural regions," and "Protection of children and young people" the top three ratings. However, unlike our employees, our external stakeholders rated "Protection of children and young people" as being more important than the "Responsible employer" topic.Our employees also gave the topics in the "Climate-friendly society" action area the same rating as in the previous year. "Use of renewable energy" came in first, "Environmentally and climate-friendly network infrastructure" in second and "Recycling and disposal" in third place. Our external stakeholders also gave first place to "Environmentally and climate-friendly network infrastructure" just like they did in 2012, followed by "Use of renewable energy" and "Recycling and disposal," which moved up to third place from its fourth place ranking in the previous year.
Evaluating our communication activities
As to Telekom's communication activities the same weightings were identified internally as well as externally. Both stakeholder groups most strongly identified Telekom with the statements "Deutsche Telekom products support mobile work anytime and anywhere" and "Deutsche Telekom provides people with modern and secure communication technologies." The two groups gave third place to the statement, "Deutsche Telekom is steadily reducing its CO2 emissions." Both stakeholder groups rated "Mobile work anytime and anywhere" and "Secure communication technologies" as the most important focal points for Telekom's CR commitment.
Sources of information
According to the stakeholders surveyed, the three most important sources of information are our intranet and online websites, the CR Report and contact to employees at the Group. More than a fourth of our external stakeholders also emphasized the importance of Telekom's stakeholder dialog activities.
The following matrices illustrate the results for the different topics:
The results of the survey will be used to identify focal points for the reporting process and to structure Telekom's stakeholder involvement strategy around the expectations of our stakeholders. Because the survey showed that there was little change in the most important topics for Telekom compared to last year, we consider a process revision for the year to come.
In general, the results showed that 51.5 percent of our employees and 42.3 percent of our external stakeholders feel that we meet all or most of their communication expectations. We feel that this confirms the effectiveness of our efforts but also see this feedback as motivation to be even better in the future.
Within the scope of developing our strategy, we asked our target groups about their expectations regarding our dialog activities to help us better structure our stakeholder relationships for all parties involved. The results clearly showed that we need to methodically include our stakeholders in our efforts to achieve the "quality leadership" to which we aspire. The majority of our stakeholders expect
- Mandatory rules
- Practical opportunities to help co-design our activities
- Goals that are clearly defined at the start of each dialog process
- Information on how the results are being implemented
The evaluation also showed that our involvement principles largely fulfill our stakeholders' expectations. We particularly feel that our stakeholders agree with our conviction that stakeholder involvement requires dialog on an equal footing.
Within the scope of our CR management activities, we carefully track the development of the topics that our interest groups rate highly. We continued to expand our CR topic monitoring activities in 2012 within the scope of our stakeholder involvement strategy and developed new survey tools to help us systematically identify stakeholder positions. We constantly screen the activities, research projects, publications and statements made by relevant NGOs as part of our CR topic monitoring activities. We summarize the results every two months in our internal newsletter, the NGO Radar. This new tool enables compliance with a key requirement in the AA1000 standard.
The employee surveys, which are conducted every two years, form another pillar of our CR topic monitoring activities. In 2012, as in previous years, we included CR-related aspects in the survey as well.