STAKEHOLDER ENGAGEMENT
Corporate Responsibility Report 2008
16
Main BBVA stakeholders, and the Group’s commitments to each
MANAGEMENT
INTEGRATION OF
STAKEHOLDER
EXPECTATIONS
Shareholders
Create greater value in a sustainable
manner over time
Society
Actively contribute to the sustainable
development of those societies in which
the Group operates
Regulators
Proceed with integrity and fully comply
with all legislation
We basically follow two
routines for integrating
stakeholder expectations
into the organisation’s
management.
On the one hand, the regular dealings that our
business areas and business support areas have
with each stakeholder group enable us to identify
important issues by means of specific listening
tools along with quantitative and qualitative
research techniques, as well as to gain knowledge
of their assessment of our activity and
performance. This information helps us draw
up action and communication plans.
Meanwhile, one of the main functions of the
Corporate Responsibility and Reputation (CRR)
department is to act as a conduit between
stakeholders and the organisation.
Accordingly, it gathers the information
garnered from other areas, complementing this
with specific activities and research in the areas
of responsibility, reputation, and corporate brand
perception and strength.
Apart from this CRR department, BBVA has
created a Corporate Customer Insight Unit and
a Customer Insight Expert Group, which carries
out studies and research on the expectations,
vital issues and needs of consumers.
The CRR department works to integrate the
stakeholder expectations through the Group CRR
Customers
Seek out the finest solutions that
make BBVA their first option
Suppliers
For BBVA to be seen as an ally
in pursuit of mutual benefit
Employees
A management style that generates
enthusiasm and facilitates training,
motivation and personal and
professional development
committees, which are the main bodies for the
mainstream management of BBVA’s responsibility
and reputation.
There now follows an overview of some of
the main tools used for detecting stakeholder
requirements:
• The corporate reputation monitoring system
called Reptrak, which is used in our main
operating countries to periodically gauge
the relevance of different issues, as well as
opinions and views concerning BBVA’s
activity.
• Continual tracking or international
monitoring of the corporate image and brand
positioning.
• Appraisals done by the foremost sustainability
analysts: SAM, EIRIS, SIRI, VIGEO, OEKOM,
CDP and the Corporate Social Responsibility
Observatory.
• European and American Social Trends
Barometer: to identify the major social trends,
their evolution and changes.
• Co-creation workshops: consumer
requirements and needs are used in innovation
development. In 2008, a number of face-toface
and online meetings were organised, along
with group sessions, ethnographic studies,
polls and “co-creation laboratories” with
employees and consumers, in order to “cocreate”
new solutions.
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