STAKEHOLDER
ENGAGEMENT
OUR AIM AT BBVA IS TO DISTINGUISH OURSELVES AND WIN OVER
THE CONFIDENCE OF OUR STAKEHOLDERS. IN ORDER TO MAKE THIS
POSSIBLE, WE WORK TO ASSURE THE TRANSPARENCY, VERIFICATION
AND CERTIFICATION OF THE INFORMATION WE PROVIDE. AT THE SAME
TIME, WE STRIVE TO INTEGRATE STAKEHOLDERS’ EXPECTATIONS
REGARDING THE ISSUES MOST IMPORTANT TO THEM – AND TO
OUR CORPORATE VISION – INTO OUR DAILY ACTIVITIES.
IDENTIFICATION
AND DIALOGUE
WITH BBVA
STAKEHOLDERS
At BBVA, we define
stakeholders as all those
people, institutions and
segments having a significant
bearing on our operations
and decisions, or that are affected by them.
In identifying stakeholders, we have built on
the surveys carried out in 2007 in order to delimit
which people, institutions or segments comprise
each group, as well as to gain deeper insight into
their most important expectations regarding BBVA
activities.
The stakeholder map, along with listening and
dialogue channels, are the main tools for informing
those stakeholders about the company’s responsible
behaviours. This process is aimed at offering the
best and most transparent information possible in
order to distinguish ourselves, win over stakeholder
trust, and in this way try to have a positive influence
on their perceptions and favourable behaviour.
The relation with the stakeholder groups and
subgroups the company has identified, along with
details of the main channels of dialogue with each
one of them, can be viewed at
http://rrc.bbva.com.
Listening and dialogue is aimed at providing
a balanced and prudent response to the most
important and relevant issues. Its acts as a
management tool that BBVA uses when making
decisions concerning priority issues that must be
integrated into our daily performance, decisions
concerning new opportunities in terms of spaces
for shared value creation, or other issues about
which stakeholders must be informed.
This is a complex strategy that is difficult to
imitate, as one that generates the two intangible
assets of highest value for organisations, namely,
innovation and reputation. A task that must be
carried out in an ordered and systematic fashion
by means of robust research channels and systems,
making it possible to create indicators and
scorecards capable of bringing together
stakeholder expectations while showing a positive
return for the organisation in the process. A return
based on reinforcing the difference BBVA makes
for its stakeholders and which is expressed in three
areas: share eligibility (shareholders and investors),
the development of social business opportunities
(customers and society) and the attraction and
withholding of talent (employees).
Such return can be summed up by BBVA’s ability
to generate confidence and strengthen its good
reputation.
Listening and dialogue helps in setting objectives
and drawing up
plans for
continuous
improvement. It can
also provide early
detection of issues that
could grow into future
risks for mitigation or
opportunities that may
be taken advantage of.
STAKEHOLDER ENGAGEMENT
Corporate Responsibility Report 2008
15
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