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.
To be able to focus our CR activities effectively, it is important to determine how these are perceived and assessed by our stakeholders. That is why we engage in comprehensive CR topic monitoring and use market research methods to regularly compare our CR activities and dialog processes with our stakeholders' expectations.
Meeting dialog expectations strategically
When developing our stakeholder involvement strategy, we asked our stakeholders what they expect from their dialog with us in order to help us more effectively meet their expectations. The result:
- Binding 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
Based on our stakeholder involvement principles, we put these stakeholder expectations into practice to a large extent. Our principles are based on the basic idea that stakeholder relationships call for a dialog on an equal footing.
CR market research
In addition to engaging in open dialog with our stakeholders, we also use market research tools to learn about stakeholders' expectations. Since 2013 we have included indicators on Deutsche Telekom's CR performance in terms of our social commitment and the supply chain in our Group CRQI (corporate reputation quality indicator) survey.
The results of this survey help form the basis for our Social Commitment ESG KPI . It determines the public perception of Deutsche Telekom's CR activities as a ratio of the general perception of how important it is for companies to get involved in social issues. Although our performance was rated just as high in 2014 as it was in 2013, the topic continues to lose its importance for the general public. The value of our Social Commitment ESG KPI increased again in 2014 as a result. We began revising our Social Commitment ESG KPI within the scope of the KPI review we conducted during the reporting period to help us more effectively assess the success of our activities.
For the sake of comparability, we will continue to collect data for and report on the previous version of the Social Commitment ESG KPI .
In addition our KPIs, our analysis of the market research results showed that the following topics are important to Deutsche Telekom stakeholders: involvement in the community and education, access for all generations, employee-friendly working conditions, responsible conduct, customer orientation, and data privacy. The survey results give us valuable information that helps us structure our CR activities in accordance with topics that are important to stakeholders and helps us further develop our CR communication and CR controlling.